WASHINGTON, D.C. — The Federal Trade Commission (FTC) has finalized significant amendments to the Children’s Online Privacy Protection Rule (COPPA), introducing stricter requirements to safeguard children’s personal data and providing parents with greater control over how their children’s information is used online.
Effective immediately after publication in the Federal Register, the updated rule mandates that parents must actively opt in before companies can use children’s data for targeted advertising or other third-party purposes. This is part of an effort to address growing concerns about the ways children’s information is collected, shared, and monetized in the digital marketplace.
“The updated COPPA rule strengthens key protections for kids’ privacy online,” stated FTC Chair Lina M. Khan. “By requiring parents to opt in to targeted advertising practices, this final rule prohibits platforms and service providers from sharing and monetizing children’s data without active permission. The FTC is using all its tools to keep kids safe online.”
Key amendments to COPPA include provisions to limit data retention to only what is necessary for specific purposes, ensuring that operators cannot hold children’s personal information indefinitely. Additionally, new transparency requirements for FTC-approved COPPA Safe Harbor programs now oblige these self-regulatory organizations to publicly disclose their membership and provide additional reports to the FTC.
The expanded rule now broadens the definition of personal information. It will include sensitive data such as biometric identifiers and government-issued identification numbers, reflecting advancements in technology since the rule was last updated in 2013.
However, the FTC ultimately chose not to adopt certain proposed changes, including limits on push notifications targeting children or new requirements specific to educational technology providers operating in schools. The agency stated that while these issues remain a concern—particularly regarding mental health impacts from targeted engagement techniques—they will continue monitoring and addressing these practices separately.
First enacted in 2000, COPPA has served as a foundational framework for protecting children’s privacy online. The FTC’s recent updates mark another step in adapting this rule to an evolving digital environment, aiming to better address the risks posed to children today. These strengthened regulations further emphasize accountability for companies while empowering parents with enhanced control over their children’s digital footprint.
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