New Industry Code Requires Parental Consent
CONSUMER PRIVACY—UKJuly 26, 2010
Companies directly marketing to customers must not use the Internet to gather data about children. That's according to a new code of practice published by the Direct Marketing Association (DMA), which says companies must seek parental consent for children under 12 years old, The Register reports. The code must be adhered to by members of the DMA. "Even if your site is not primarily aimed at young people, if there is a possibility that it would be attractive to them...you have a responsibility," a DMA spokeswoman said. The revision brings the code into compliance with the Committee of Advertising Practice, which sets the rules governing advertising in the UK, the report states.