The “Do Not Track Kids Act” was proposed to the House on Friday, May 6th. Co-sponsored by Massachusetts Dem. Edward Markey and Texas Rep. Joe Barton, the two lawmakers are looking to prohibit companies from deploying online behavioral advertising techniques on minors under age 18. The bill would bring greater restrictions to the current Children’s Online Privacy Protection Act of 1998. In the past 13 years tracking technology has advanced and the presence of adolescent internet users has skyrocketed.
The current law requires that companies obtain parental consent before collecting personal information from children under 13. The new measure would broaden that definition to include unique identifiers and IP addresses. In addition, Behavioral targeting of children 18 and under would be prohibited. Sites that are aimed at minors will not be able to use or share the data for purposes of targeted marketing. Collecting geolocation data would also be disabled for minors, taking away the advertisers ability to geo-target their ads.