Tracking and Advertising on Children's Websites: A Growing Concern

Today, many websites directed at children are filled with Trackers and Advertisements that collect details about users and their behaviors, often without any permission. While there are many studies about tracking on various websites, very few focus specifically on children's sites. This article aims to shed light on the tracking and advertising practices that occur on websites intended for children.

#The Need for Research

One major issue is the lack of a comprehensive list of websites that are aimed at children. Many previous studies have used lists of popular sites, but these lists are not always accurate or specific to children's websites. To fill this gap, we created a system to classify websites based on their titles and descriptions. We analyzed over two million pages and identified two thousand sites specifically targeted at children.

#What We Found

We examined these child-directed websites and found alarming statistics about the presence of trackers and targeted ads. Almost 90% of these websites contained one or more trackers, and about 27% included advertisements that were targeted towards children. This targeting of ads requires parental consent, but many such ads do not have it.

We also developed a system to identify Inappropriate ads on these websites. By analyzing both the images and text from ads, we found many that promoted services related to dating, weight loss, and mental health. Some ads even included explicit content that is highly unsuitable for children.

#The Problem with Online Ads

Online advertisements are not just about marketing. They can also lead to security risks. Ads and the networks that deliver them can distribute harmful software like ransomware and spyware, which endanger users' devices and information. They can also contain misleading content, which makes online experiences frustrating and unsafe for users, especially young ones.

Children are especially vulnerable to these problems. They may not fully grasp the risks tied to online tracking or the sharing of their personal Data. However, kids hold significant influence over their Parents' purchasing decisions, making them a prime target for marketers.

#The Challenges in Research

There is little empirical research into how advertising and tracking affect children. The absence of a current, reliable list of child-directed websites makes studying them very tough. Previous studies have looked at only a handful of children's sites, preventing a thorough understanding of tracking and advertising practices.

To make our own list, we began with established children's website lists but found them outdated and lacking. We then utilized a web categorization service and filtered results to identify sites related to children, but even this was challenging. Many of the identified websites did not actually cater to children upon inspection.

#Building a Reliable List

We created a machine learning classifier that detects websites made for children. Using a collection of metadata, such as titles and descriptions, this system can recognize and classify child-directed sites effectively. Our final list included two thousand verified child-directed websites across many languages.

#Analyzing Advertising and Tracking Practices

Next, we crawled these two thousand sites to understand their tracking and advertising features better. We were interested in how many ads were targeted and what types of improper ads were being displayed on these children’s sites.

The results were concerning. More than two-thirds of the ads we examined were targeted, meaning they were customized to the viewer. This raises significant ethical concerns, as children should not be targeted in such manners without solid parental consent.

#The Nature of Improper Ads

We discovered various types of ads that are deemed inappropriate for children. Examples include those promoting weight loss, dating services, and even ads that contained sexually suggestive imagery. These ads can have a negative impact on children’s mental health and emotional well-being.

Tracking practices were also widespread. A vast majority of the children’s websites contained third-party trackers designed to collect user data, often without informing parents. Many of the found trackers have the ability to gather information over extended periods, which can follow a child as they navigate the internet.

#Recommendations for Change

The current state of tracking and advertising on child-directed websites necessitates urgent action from regulators and stakeholders. Stricter laws are needed to protect children’s online privacy and ensure a safer digital environment for them.

#Regulatory Landscape

In the United States, the Children's Online Privacy Protection Act (COPPA) mandates that websites aimed at children must obtain verifiable parental consent before collecting any personal information. Meanwhile, the European Union's General Data Protection Regulation (GDPR) has also established guidelines on how companies should handle children's online data.

As laws evolve, there's a growing debate about further protecting children in the digital space. The new Digital Services Act in the EU will prohibit targeted advertising to minors, emphasizing the need for stricter regulations.

#Closing Thoughts

The research clearly indicates troubling practices surrounding tracking and advertisements on child-directed websites. Children are being exposed to inappropriate content alongside their data being collected, often without proper parental consent.

To create a safer online space, we need more thorough research, transparent practices from advertisers, and stronger regulations to guard children’s well-being. The digital world should be a place where children can explore and learn without the burden of harmful ads or invasive tracking.

#Conclusion

We must prioritize the protection of children online. Continued research is essential to monitor these practices and ensure accountability among the companies that advertise on and maintain children's websites. By addressing these challenges, we can work towards a digital world where children can feel secure and protected.