Help Kids Keep Their Online Information Private and Advertisers at Bay

By Anne Livingston and Lynette Owens

Kids spend a lot of time online. They go online to find answers for homework, coordinate school projects, share events, play games and watch videos. While online, they may feel like they are sharing with just family and friends but companies are also listening.

Websites and advertising networks use tracking tools to record what kids and adults do online. The Wall Street Journal found that advertisers collect this information to build consumer profiles. These profiles do not include real names but include almost everything else: age, tastes, hobbies, shopping habits, race, interests and location.  Information that kids post and even the information they don’t post such as where they click, what they like, what they’re searching for – is valuable data to organizations who want to sell them something.

The Pew Center found 81% of parents are concerned about how much information advertisers collect about their kids. Kids are especially vulnerable since most do not realize advertisers are tracking them or that their information is used to send them the perfect ad. These ads are not simple banners displayed across the screen. Companies are developing ads that are interactive and utilize kids’ personal information in the ad itself.

To discover how information is generated and used, let’s look at the day of a typical teen: what she does online, how companies track her activities and how they use this information to market to her.

ESRB makes it easier to evaluate apps on the go

When packing for vacation, my kids throw their clothes and swimsuit in a bag then load up their devices with new apps for the long car ride. I check out all their apps by reading the description and looking at the age rating. Even after looking things over, I am often surprised by my kids playing an app and seeing a chat window pop up or questionable content.

This summer, I started looking up apps on the ESRB (Entertainment Software Review Board) website. Most parents know the ESRB from their ratings on video games. Almost all video games sold at a retail store display an ESRB rating. Now, the ESRB, with the CTIA-the Wireless Association, has expanded its rating system to include mobile apps.

What I like about the ESRB rating is the detailed information. The rating summary contains examples and quotes of why the game or app received a certain rating. Parents can also find information under “Other” if it allows online interactions such as sharing personal information, collecting location, or sharing pictures, texts, art etc. For me, these online interactions are just as important as content. With more information, parents can make a better decision if the app is appropriate for their kid.

When out and about, parents can use the ESRB’s free mobile app. This app allows parents to look up ratings for games on their phone. The app is available on iTunes or GooglePlay. When kids want to download a game while waiting for a flight or on a long trip, parents can quickly type in the name and check out the rating before kids download.

So far, six mobile companies, AT&T, Microsoft, Sprint, T-Mobile USA, U.S. Cellular and Verizon Wireless, will adopt the ESRB rating system in their storefronts. Parents will not see the ESRB ratings on iTunes or GooglePlay. These stores have their own separate rating system. The ESRB rates many of the same apps, so parents can still look them up on the ESRB website or with their mobile app.

The ESRB website has more than just ratings. Their family discussion guide contains some questions to ask kids about games or parents can use the questions as a guide for evaluating games. They also have information on how to set parental controls on video game consoles and other devices. With over 1 billion apps being downloaded a month, parents should definitely add this website to their list of favorite sites.

Mobile Apps need to protect Kids Privacy

My kid wants a tablet.  The reason she wants a tablet, to download the latest apps. Apps are small programs specifically made for mobile devices.  The Apple App Store boasts of over half a million apps. Apps can map the stars, launch angry birds at pigs, or find a campsite. Unfortunately, many apps are also collecting and transmitting personal data.

Mobile apps need to collect some information.  Running an app that provides directions to a restaurant requires geolocation data. However, some apps are collecting information beyond what is necessary.   Running the app Paper Toss, throwing digital balls of paper into a garbage can, also collects location data. The Wall Street Journal examined 101 popular smartphone apps and found: 56 transmitted the phone’s unique device ID; 47  transmitted the phone’s location; and 5 transmitted age, gender and other personal details.