Protecting children from internet marketing exploitation

Children must be able to take advantage of the benefits of new digital media in a safe environment. There should be limitations on advertising to children, for example with regard to the products or the manner in which they are sold or promoted. Business should not take advantage of children's credulity and lack of experience. Advertising and promotions targeted at children should be clearly identifiable as such and separated from content.

Electronic commerce will have an enormous impact on children's lives. The Internet will provide children with many new opportunities for learning, civic engagement, community building, and new forms of creativity. New forms of electronic media may also have potentially negative effects on children's lives. For example, the Internet, Digital Television, and other forms of electronic media allow for the "one-to-one" targeted marketing.

Data collectors should not collect personal information from children unless it is relevant, necessary and lawful. Parents should be involved when data are collected from young children. Therefore, data collectors must be required to obtain parental consent prior to data collection from young children.