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To ensure a safe and secure online holiday shopping experience, the Children’s Advertising Review Unit (CARU) 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:
- Clearly outline what information the toy collects from its users, including children.
- Specify who is responsible for collecting or accessing the gathered data.
- Describe how this information is stored.
- Explain the purpose and manner in which this information is used.
- Detail the parental rights you have in terms of reviewing or removing this information.
- 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 (COPPA), 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.
Part of CARU's mission is to protect children from deceptive or inappropriate advertising, including product labeling and paid promotional online reviews. Keep an eye out for advertising disclosures and use this as an opportunity to educate your children about potential material connections and how they may affect the credibility of the review.
Good things come in age-appropriate packages
Age recommendations may not be as readily apparent when shopping online, so it's crucial for parents to look closely for them. Toys designed for teenagers might be unsafe for younger children or require adult supervision.
Moreover, connected toys meant for older children and teens may collect personal information, such as audio and video, without obtaining parental consent. The companion apps for connected toys may also have unsuitable information privacy and data collection practices for children, including tracking and behavioral advertising, or they may link to sites unsuitable for children, such as social media. To learn more about the dangers of behavioral advertising and in-app purchases, you can read more on the topic.
Bah! Humbug!
Even in secure payment and transaction environments, purchasing gifts online may expose your personal and financial information to cybercriminals. Be cautious about a website's security if you plan to share your personal information.
You better watch out...
While waiting for your special deliveries, be aware that phishing attacks have been on the rise. Exercise caution when opening emails that appear to be from stores or resemble tracking information. Verify the legitimacy of the email addresses before clicking any links. If you feel nervous or suspicious about an email, refrain from clicking on anything within it. Instead, refer to the original order confirmation email or visit the company's website to check the order status. During the holiday season, it's also a good practice to monitor your credit card statements for any suspicious activity.
Let us know, let us know, let us know
Remember, Santa isn't the only one with a "Naughty and Nice" list. If you come across products, toys, connected devices, online services or advertisements directed to children this holiday season that concern you, please use our CARU Consumer Complaint form to get in touch. We carefully review every complaint we receive.
This article was submitted by BBB National Programs, 2023