Advertising giant, WPP, and kidtech platform, SuperAwesome, have partnered to advance privacy for children on the web.
WPP claimed a first among its peers to benchmark the highest standards in digital privacy and safety for kids; working in partnership with SuperAwesome.
Children make up 40% of all new internet users, WPP said. The ad firm’s partnership addresses the imbalances of today’s internet infrastructure, which was designed for adults.
The collaboration will support brands on how to engage responsibly and in compliance with new global privacy laws passed by regulators – including COPPA (US), CCPA (California), GDPR-K (Europe) and Age Appropriate Design Code (UK).
These new laws have been specifically designed to protect children online and ensure that only zero-data technology is used for digital engagement.
WPP agencies and clients will have access to the world-leading kidtech team at SuperAwesome; and its kid-safe engagement platform and insights tools.
This includes the company’s highly regarded KidAware certification programme. This ensures online engagement complies with the latest privacy legislation and advertising standards.
The partnership builds on existing controls GroupM has helped to establish that excludes or minimises the risk of exposure to unsuitable content for children in social media.
Children on the web
Children’s extensive use of technology is continuing to play a more important role in families, the channels they choose to engage with and the decisions they make.
Almost half the world’s children are now at home during the coronavirus pandemic and spending 50% more time on screens. This means the need for safe and trusted digital experiences has never been more important.
“We’re already seeing big changes in family life as a result of the coronavirus pandemic and how we all interact with technology”, Mark Read, CEO of WPP, said.
“WPP’s partnership with SuperAwesome is part of our commitment to ensure children’s safety while engaging with content online.
First benchmark for children’s privacy
“It sets the first benchmark for digital privacy for children and provides our clients with access to industry-leading strategies and the latest privacy-by-design technology for the under-16 digital media space.”
Dylan Collins, CEO of SuperAwesome, said: “Kids’ opinions are increasingly important in the family and for society.
“Retail, personal care, entertainment and brands in many other verticals understand the influence youth have on their businesses; but have been struggling to understand how to engage responsibly and compliantly.
“It’s a business imperative to evolve how we interact with and support the under-16 audiences; especially as their digital consumption patterns will be forever changed by their COVID-19 experiences.
“We’re proud to be working with WPP and its clients to proactively lead best practices for kid-safe digital engagement everywhere.”