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DMA Pans Return of Kids Do Not Track

The Digital Marketing Association (DMA), which represents online marketers, said Friday (June 12) it was disappointed in the re-introduction of the Kids Do Not Track Bill this week--by Sen. Ed Markey (D-Mass.) and Rep. Joe Barton (R-Tex.).

The bill would update the Children's Online Privacy Protection Act, including by adding an eraser button to allow kids and parents to delete information and requiring affirmative consent  (do not track unless permitted) opt in regime for sending targeted advertising to kids and teens (up to 15 years old).

“A government-mandated ‘Do Not Track’ mechanism for kids is unnecessary, as this kind of protection for children is already effectively provided through self-regulation,” said DMAVP of government affairs Rachel Nyswander Thomas. “For more than 60 years, DMA has crafted and enforced strong industry self-regulation in partnership with its members and has established a proven record of bringing companies into compliance. Robust self-regulation is the best and most appropriate way to address privacy concerns, providing flexible, adaptive frameworks that keep pace with ever-changing technology.”

Thomas said that to establish an eraser button, companies "would have to collect more information – not less – about children online."

Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.