Children under the age of 13 are inherently vulnerable to marketing messages. That is the rationale behind the Children's Online Privacy Protection Act (COPPA), which requires, among other things, that online marketers get parental consent before engaging these young consumers.
When the FTC found out that a company was using a mobile app to collect the data of thousands of kids, and did not notify their parents, it filed a case and compelled the company to stop the practice and pay a fine. That was the right thing to do. Although the choice of communications platforms have expanded, the basic principles remain the same. Children are a special and protected category, and responsible marketers should go the extra mile to take care of them, even as they employ new and cool ways to connect.
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