Self-Regulatory Safeguards and the Online Privacy of Preteen Children

  • Miyazaki A
  • Stanaland A
  • Lwin M
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Online advertisers are increasingly enjoying the ability to target messages to specific segments based on information collected at Web sites. Information collection, particularly from children, has been an ongoing concern of regulators, consumer advocates, and advertising industry organizations. Although the U.S. Federal Trade Commission (FTC) has advocated the implementation of safeguards (such as warnings, threats, and barriers) designed to limit children's online disclosure of sensitive information, little research to date has examined the effectiveness of these safeguards. We address this issue by first examining the current state of online safeguards for Web sites that target preteen children, a group shown to be particularly vulnerable to the persuasive efforts of marketers. We then present a quasi-experimental investigation of online safeguard types and how their effectiveness in limiting preteen information disclosure is moderated by the mediation strategies of parents. Implications for advertisers, policymakers, parents, and educators are discussed. [ABSTRACT FROM AUTHOR]
Copyright of Journal of Advertising is the property of M.E. Sharpe Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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  • Anthony D. Miyazaki

  • Andrea J. S. Stanaland

  • May O. Lwin

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