"The primary goal of COPPA is to place parents in control over what information is collected from their young children online."

On July 1, 2013, the FTC updated Child Online Privacy and Protection Act (COPPA) to bring laws originally enacted in 1998 to the ever-changing internet. The original COPPA laws were created to help ensure that digital brands weren’t taking advantage of new marketing channels to target kids under 13. With the power of the internet and innovation, they were able to easily collect personal information from kids, track their behavior online and ultimately tailor more personalized marketing campaigns to them.

When you think about how different we connect and communicate since 1998, it makes sense that the laws were recently updated. Over the last 15 years, there have been monumental leaps forward in both hardware and software that have made many of the original facets of the COPPA laws either outdated or ineffective. The changes in hardware and software have created a new socially-connected, “always on” world. Smartphones and tablets have allowed new people to connect at all times, and even 75% of kids under 8 have daily access to the internet through mobile devices.

With the proliferation of devices and experiences, it’s become easier than ever for young people to connect to experiences that collect their information and share their personal data without their knowledge and consent.