To ensure a safe and secure online holiday shopping experience, the Children’s Advertising Review Unit has crafted a set of recommendations for parents and guardians to make informed purchasing decisions this season.
Creating a thoughtful shopping list. Every year, major retailers compile their lists of the hottest toys and gifts for the season. However, consumers should approach lists like the "Hottest Toys of 2023" with a critical eye. Stores and online retailers create these lists based on their expectations of what will sell well. What's important to note is what these lists don't reveal. For instance, the inclusion of a connected toy on such a list does not imply an endorsement of the toy's safety or its privacy and data collection practices.
To help you select a toy with data collection and privacy practices that align with your comfort level, it's essential to read the company's privacy policy. A robust privacy policy should:
1) Clearly outline what information the toy collects from its users, including children.2) Specify who is responsible for collecting or accessing the gathered data.3) Describe how this information is stored.4) Explain the purpose and manner in which this information is used.5) Detail the parental rights you have in terms of reviewing or removing this information.6) Depending on the data collected from children, some connected toys may require parental consent before children can use the toy.
The simplest way to find apps and connected toys that comply with the federal privacy law, the Children’s Online Privacy Protection Act, is to find a company affiliated with an FTC approved Safe Harbor program, such as CARU's COPPA Safe Harbor. If you encounter a website or app displaying the CARU seal, rest assured that its privacy practices adhere to the COPPA Rule.
Distinguishing between naughty and nice purchases. Online shopping hinges on the accuracy and accessibility of product information available online. Therefore, it's crucial to review product details, thoroughly understand how the product works and what is included and learn what you might still need to purchase. Be attentive to accessories that must be purchased separately, such as batteries or clothing for dolls. CARU also recommends you consider the safety and appropriateness of the toy with your child in mind.
We recommend reviewing the product packaging for details and operating specifications that may be inadvertently omitted from the website. Since online depictions of products may not always be clear, many online shoppers find it beneficial to read reviews or watch videos for a closer look. It's essential to be aware that reviewers, influencers, bloggers, and others might receive compensation or free products in exchange for posting reviews.