On April 19, 2022, the BBB National Programs' Center (BBB NP) for Industry Self-Regulation launched the TeenAge Privacy Program (TAPP) Roadmap, a new operational framework to help companies develop digital products and services attuned to privacy risks facing teenage consumers. In the United States, children 12 and under are protected by the Children's Online Privacy Protection Act (COPPA). Once these children become teenagers, they age out of COPPA's protections and, with limited exceptions, are treated as adults online. Yet a growing body of research indicates that these teenage consumers are uniquely affected by privacy risks resulting in harms ranging from cyberbullying, to platform addiction, to amplified insecurities.1 Regulators are increasingly interested in investigating these harms. For instance, in a widely publicized incident, a coalition of state Attorneys General recently opened an investigation into Instagram following news reports of a whistleblower's allegations that Facebook's privacy practices harmed teenage users. Despite increased public and regulatory scrutiny, no federal law has been enacted to provide companies with guidance on these issues. While it is not legally binding, the TAPP Roadmap aims to help fill this guidance gap by providing organizations with concrete operational considerations and best practices to address teen privacy risks.
These best practices are likely to be particularly relevant for technology companies that may attract large teenage audiences, such as certain social media or gaming platforms. For example, a social media platform that is popular with teens may consider incorporating guardrails into their advertising and content practices to prevent teens from being targeted based on insecurities, or served age-inappropriate or inflammatory content. Companies that wish to align with the TAPP Roadmap may need to invest substantial technological and workforce resources to implement the BBB NP's recommended best practices around content moderation and abuse prevention. More broadly, the TAPP Roadmap asks companies to evaluate teenagers as a standalone consumer group with distinct and evolving privacy needs. Again, while these suggestions are best practices and not legally enforceable mandates, they may help companies that are interested in incorporating privacy by design principles into new products or services. Moreover, as the call for teen-focused privacy legislation gets stronger,2 it is very possible that the BBB NP's framework becomes part of the discussion for future law. In short, it's all the more reason for companies to consider proactive measures to protect their teenage audience.
The full text of the TAPP Roadmap is available here. We provide an overview of some of the best practices identified in the Roadmap below:
Advertising:
Location data:
Age-appropriate content:
User-generated content:
Content moderation and abuse prevention:
Retention of personal information:
For companies that are interested in distinguishing their privacy practices by implementing the TAPP Roadmap, please contact Maneesha Mithal, Libby Weingarten, Erin Delaney, or any member of the firm's privacy and cybersecurity practice for additional information and advice.
[1]See, e.g., Lisa M. Jones, Trends in Youth Internet Victimization: Findings from Three Youth Internet Safety Surveys 2000-2010, 50 J. Adolescent Health 179 (2012); Jennifer S. Saul & Rachel F. Rodgers, Adolescent Eating Disorder Risk and the Online World, 27 Child and Adolescent Psychiatric Clinics of N. Am. 221 (2018); BBB National Programs’ TeenAge Privacy Program, Risky Business: The Current State of Teen Privacy in the Android App Marketplace (2020), https://industryselfregulation.org/docs/librariesprovider5/default-document-library/tapp_whitepaper.pdf.
[2]See, e.g., President Joseph Biden, Remarks of President Joe Biden—State of the Union Address as Prepared for Delivery (Mar. 1, 2022) (“It’s time to strengthen privacy protections, ban targeted advertising to children, demand tech companies stop collecting personal data on our children.”) https://www.whitehouse.gov/briefing-room/speeches-remarks/2022/03/01/remarks-of-president-joe-biden-state-of-the-union-address-as-delivered/.