Kid-safe ad platform SuperAwesome is launching a new certification program to help brands and agencies responsibly navigate the digital native landscape.
Along with explaining rules and best practices, this new KidAware program talks companies through COPPA compliance and data privacy legislation in the US, the UK and uthe EU, providing info and tools they can use to create safe and compliant digital marketing campaigns for children.
SuperAwesome CEO Dylan Collins says his UK-based company introduced KidAware because it was already informally helping many clients grapple with these issues, as well as increasingly stringent requirements to ensure that kids under 13 are not being tracked by advertising.
“We thought it would make sense to actually roll out a dedicated program,” he explains. “You’ve got brands that are being very sensitive about what they do, and you’ve got agencies and marketing folks really struggling to keep up with everything that’s going on, because the landscape is changing so quickly.”
With that in mind, SuperAwesome will guide KidAware participants through the complex compliance, regulation and industry standards in children’s marketing, which have ramped up with more children moving onto digital platforms and declining kids TV viewership numbers.
“The kids industry is very unique in terms of having to be mindful of not only the legislation, but also the technology being used to stay compliant with it,” notes Collins. “You’ve got a lot of people really thinking hard about what digital content should look like for kids, what’s appropriate and what isn’t, and whether we should replicate what’s on television.”
More information on the KidAware program can be found here.
Headquartered in London, SuperAwesome also has offices in New York, Sydney and Bangkok. Its digital marketing platform is used by over 180 brands, reaching more than 200 million kids each month across mobile, web and online video.