To comply with COPPA YouTube is requiring content creators to disclose if their content is for younger audiences
As mediums change and it’s important to safeguard the impressions that ads can leave on children. Youtube channels like Ryan’s World, ToyTocToc, and Come Play with Me, are immensely popular with younger audiences. These channels heavily feature children’s toys and can contain paid sponsorship intended to influence a younger audience. To combat this and comply with the Children’s Online Privacy Protection Act (COPPA) creators now must state whether their content is created for kids.
While despite that in the past marketing to a younger audience has been looked down on it has become an undeniable part of adolescence. From creating TV shows to sell action figures to creating channels built around unboxing these toys, creating methods to reach younger audiences is constant. As of last week, YouTube added a new feature shift on how adolescents receive content. The audience setting feature in the YouTube studio is intended to identify what content is made for kids and what content isn’t.
“Each year, enormous sums of money are spent to reach this valuable audience because children and adolescents spend billions on their own purchases, influence family decisions about what to buy, and promise a potential lifetime of brand loyalty,” as stated in Pediatrics, the official Journal of the American Academy of Pediatrics.
Additionally starting at the beginning of 2020 YouTube will then decrease that data that is collected on content that is made for kids. This is important to note because it will nix ads that are personalized towards young viewers. To put the kid’s content market into perspective one of the highest-grossing Youtube Channels is Ryan’s World, a channel that in 2018 made $22 million.
In YouTube’s post about the change the platform added no matter the location, YouTube is required to ask creators to disclose the intended audience for their content. In addition to having creators signify the intended audiences, YouTube will be adding specified systems to weed out what content is for younger audiences. The repercussion for creators who abuse the system will be that YouTube sets the channel’s audience. This could also lead to issues with the FTC.
For those who are in the business of selling to younger audiences, this could indeed be a shock. YouTube noted that this is a process and it could “take some getting used to.” For additional information on COPPA, laws follow this link.