Commentary

FTC Fine Teaches TikTok The Wrong Lesson

In another lifetime, I was the CMO of a virtual world for kids.

Sign up. Log on. Get your monkey avatar. Decorate your treehouse. Swim in the lagoon.

Within about ten seconds of thinking about creating the site, we learned about COPPA: the Children’s Online Privacy Protection Act. Created in the year 2000, COPPA is designed to protect kids under the age of 13 from rapacious purveyors of online indulgences.

Any site marketing to young people is required to comply, which includes things like getting parental consent before collecting personal information, or not collecting more information than you need.

Two things.

First, compliance can be difficult. It puts all sorts of friction into the process that UI/UX developers are trained to eliminate. You want the sign-up process to be as simple and intuitive as possible. You don’t want to interrupt to obtain things like verifiable parental consent.

Second, there can be a lot of value in the under-13 market. Plenty of brands would love to get in front of those eyeballs. And you definitely want to be already confirmed as the platform of choice by the time that 14th birthday rolls around.

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The desirability of the tween-and-below market explains why Facebook created Messenger for Kids, and why it allegedly turned a blind eye to users under 13.

It’s also why ByteDance has a valuation of $75 billion dollars, in no small part based on the fact that the TikTok video app -- with its huge appeal to tweens and teenagers -- has more than 1 billion downloads.

Theoretically, TikTok isn’t meant to be an app for tweens. It just so happens that tweens love the app. And it just so happens that, up until now, TikTok hasn’t bothered to collect dates of birth on signup -- meaning kids of any age had free reign on the site.

All that youth appeal finally landed TikTok in hot water with the Federal Trade Commission, which this week hit the 7-year-old company with the largest fine in COPPA history for illegally collecting personal information from children.

“Largest fine in COPPA history,” sounds pretty dramatic. But the fine was just $5.7 million dollars. Sure, it would be devastating to me to be hit with a $5.7 million fine, but, again, I’m not worth $75 billion.

They’ll pay. They’ll change some practices. And they’ll move on. If there’s anything Facebook’s history has shown us, it’s that when you get to a certain size, you stop caring when the FTC hits you with fines, or when you have to make a public apology. You pay your fine or you say you’re sorry -- and then you laugh all the way to the bank.

TikTok may have learned a lesson here, but it’s not, “Beware the FTC.” It’s, “Go for growth at any cost. If you get big enough to get the FTC’s attention, the fine won’t be big enough to matter.”

Truth is, maybe none of it matters. I spoke to Harper Reed, CTO for the Obama campaign, about the TikTok story. Reed thought the whole thing was nonsense: old people making rules for a digital world we know nothing about and understand even less.

“If you show an adult who’s not familiar with TikTok one of these videos, they’d be shocked and have a lot of judgment,” he said, “but if you show a young person they’d just be like, ‘Oh yeah, no big deal.’ Us making a big deal of this is like old people back in the day shouting about rock and roll.”

So yeah, that fine won’t hurt TikTok very much. But it’s not the FTC’s fault. Our system is completely unprepared for a mass uprising of content made by 12-year-olds for 12-year-olds.

Forget about the fine. It’s time to radically rehaul the system.

2 comments about "FTC Fine Teaches TikTok The Wrong Lesson".
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  1. Jenny Mirken from Jet Networks Inc, March 12, 2019 at 12:06 p.m.

    As the founder of a now dormant kids' mobile platform, Jet.me, I concur with the gist of this article that COPPA -- and the FTC -- are out of step with today's tech and young users. I'd go even further, and I know this will sound radical, to say that I wish we hadn't done so much at my company to adhere to COPPA when building our platform. Not because I don't think protecting kids is important, but because I don't think personal accounts for kids are important. Kids are sponges, not spigots. They want to ingest content, not post it to the world. (Well, they may say they do but what they mean is they want to be discovered on YouTube and become a megastar, but they can also live without that.) The four most important pieces of data about U13 users -- age, gender, location and context -- are not considered PII by the FTC and, therefore, are not regulated. You can learn a lot -- enough! -- about kids and never create a single personal profile. Netflix is a great example of a service that encourages kids to "have" accounts but they aren't personalized. An even better example -- TV! Content drives the targeting of other content (even ads) and that's ok. Kids like ads, it's how they learn about things. Why were we all so determined to create a hyper personalized experience for kids??? I regret going down that path. If a kid wants to share content with their social circle (circle being way smaller than a network, which is the case here), they can use iMessage or the Android equivalent. They can "bump" or "shake" content to a nearby device, proving actual familiarity with the recipient. I could go on forever but I'll leave it there for now. Suffice to say I have learned a lot, as have others like Kaila, and we should keep working to serve this incredibly important and influential audience since they won't be going analog anytime soon.

  2. Paula Lynn from Who Else Unlimited, March 18, 2019 at 9:54 a.m.

    Better to just take away screens for kids that young especially at meal times. Frequently, I see kids watching a screen and parents spoon feeding kids, kids 5, 6 years old and older. These kids will have enough challenges in life without preventing more opportunities for kids to think rather than a screen thinking for them.

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