FTC’s Revised COPPA Rules May Enable Facebook to Advertise to Children Under 13
Recent updates to federal privacy regulations have potentially removed a significant obstacle preventing Facebook from targeting children under 13 with advertisements. The Federal Trade Commission (FTC) has revised the Children’s Online Privacy Protection Act (COPPA), easing restrictions on behavioral advertising while maintaining safeguards for children’s personal data.
Key Changes to COPPA and Their Implications
The FTC’s updated COPPA rules now exempt parental consent requirements for ads based on online behavior rather than personal information. This shift allows platforms like Facebook to deploy contextual advertising—serving ads tied to a child’s activity (e.g., a soccer ad after a post about sports) without directly collecting sensitive data.
However, the move has drawn mixed reactions:
- Advocacy groups, such as Common Sense Media, criticize the loophole. Alan Simpson, VP of Common Sense Media, stated, “We disagree with this aspect of the update, though we support other protections.”
- Tech giants, including Facebook, Google, and Apple, opposed broader rule expansions, citing challenges in compliance, particularly around tracking tools like Facebook’s “Like” button.
Strengthened Privacy Protections—With Exceptions
The revised COPPA rules also introduced stricter measures to protect children’s privacy, including:
- Expanded coverage for photos, geolocation data, and online tracking.
- Exemptions for app stores and third-party platforms, a win for industry lobbyists.
FTC Chairman Jon Leibowitz defended the balance struck by the amendments: “These changes foster innovation in children’s content while ensuring parental oversight.”
Why This Matters for Facebook
While Facebook currently restricts under-13 sign-ups, the updated COPPA framework could incentivize the platform to explore this demographic through behavioral ads. For example:
- A child discussing basketball in posts might see sneaker ads.
- Educational apps could face legal risks; developers like PicPocket Books fear fines over data used for personalized learning.
The Bigger Picture
Children’s social networks (e.g., Disney’s Club Penguin) already operate under COPPA, but Facebook’s scale raises unique concerns. Critics argue that safeguards must evolve alongside advertising tactics to prevent exploitation.
For ongoing updates, follow the FTC’s official Facebook page.
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