Is IP Targeting COPPA Compliant? I know it seems like an obvious question, but we recently were asked this question by a prospective university client. Increasingly the El Toro IP targeting system is being used by colleges and universities to target prospective students for undergraduate and graduate admission, along with targeting alumni and sports boosters for donations. On July 1, 2013, the FTC’s Child Online Privacy Protection Policy (COPPA) became law, changing forever how websites and applications utilized by users age 13 and under must operate. The FTC is rigorously enforcing the act, which means that application developers and webmasters with users in the United States need to ensure they are in compliance.
For advertisers who wish to target their message at children 13 years old and under, the Children’s Advertising Review Unit administers a self-regulatory-program for children's advertising which recommends best practices for online ad campaigns aimed at minors. As discussed above, these types of campaigns are best suited for technologies other than IP targeting since our targeting is directed to a household, not an individual.