Children’s Data for Sale! Are You Surprised?

Marketers are selling lists of children’s contact information to advertisers, for children as young as two years old. Considering that children influence as much as $500 million on household purchases, nobody should be surprised.

What is surprising is that at present, parents are nearly powerless to stop this practice, and the industry has proven itself impotent in matters of self regulation. Another surprise is that there is so much data available on children who have barely begun to walk.

US Advertisers are now spending $15 billion annually in advertising to minors. But its not just advertisers that have access to the lists that are available. Last year, a Portland, OR. TV station ran a story in which they purchased a list of children using the name of an Oregon man accused of kidnapping and murdering two young girls.

Certain companies do screen list buyers, but many do not. The question is, as a parent is there anything that you can do to reduce your child’s exposure to these types of privacy violations? The answer is “Yes”, but you do have to start being vigilant very early – in some cased before your child is born.

Many parents inadvertently contribute to getting their children placed on marketing lists. They do this by filling out information to receive coupons, win contests, and receive promotional materials. Often when signing up for these things, consumers are asked for highly personal information about themselves and their family members. Parents should never furnish information on their children for these types of marketing campaigns.

Even having baby pictures taken by the wrong company can present privacy problems. There is a company by the name of Growing Family that takes pictures of new-borns. Parents who purchase one of their photo packages sign an agreement that allows Growing Family to share their children’s information with select marketing partners.

Whenever you make a purchase that involves furnishing your children’s information, you should read the fine print. Whether purchasing a school ring, or an SAT test, you need to be aware of what is happening with the information you provide and what rights you are signing away in your child’s name.