This report does not reflect contemporary digital marketing to youth realities. Any honest assessment of today's interactive environment would recognize that children and adolescents are digital ground zero in the powerful data collection, profiling and targeted marketing and advertising regime. The report is a kind of Fox overseeing the child protection `henhouse' since so many of the Task Force members are online marketers. The report ignores the call by health and children's advocacy groups for the FTC to prohibit all behavioral targeting to children and teens. It fails to examine how the data collection and targeting activities of Task Force members raises child protection concerns. For example, Google's YouTube is co-branding ads for products associated with the youth obesity crisis. Nor does the report provide a serious assessment of how digital marketing to young people is structured, and what the many psychological and behavioral issues are as a consequence. It appears to be an attempt to quell the growing call to better protect the privacy of children and adolescents in the interactive marketing era. But that is usually the role of such industry-led initiatives.
I disagree with Jeffc1 (not sure why he doesn't have a profile). The report is not about 'marketing to youth', nor is it 'a fox overseeing a henhouse'. Washington DC does not think like silicon valley does. I don't think Congress, or parents for that matter really think about 'powerful data collection, profiling, and targeted marketing'... yet. The report is encouraging industry to lead best practices for child safety _themselves_, before lawmakers are forced to step in and create some legislation to regulate children's online experiences. I would encourage Jeff and other developers interested in targeting to this 'ground zero' audience to review the background for the Best Practices report here: http://www.pscssummit.org/Most interesting is the FCC Commissioner Jonathan S. Adelstein presentation about "the over commercialization of the internet" (in the 'Governments Role' video). He talks about legislation to make interactive advertising targeting children illegal. Jeff, read the whole report and the background. I agree that just talking about an issue is not as effective as implementing solutions. I think that developers should focus more on positive, meaningful content over advertising based numbers.
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