European consumer and data protection authorities have published five principles of fairness for advertising toward children. Developed in consultation with the European Commission and with support from the European Data Protection Board Secretariat, and are also endorsed by the Consumer Protection Cooperation Network.
The five principles are:
- Accounting for specific vulnerabilities of children
- Not exploiting their age
- Developing advertising that is clear and age-appropriate for children
- Not targeting children with in-application purchases in games marketed as free
- Not profiling them for advertising purposes
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