Pablo Durañona, Head of Marketing & PR at Kids Corp
Every day, over 175,000 children and teenagers connect to the internet for the first time, entering a space that, while filled with opportunities, is not always prepared for them. This reality presents a significant challenge for society as a whole, and particularly for the advertising industry: ensuring a safe and suitable environment for young audiences while protecting their privacy and fostering responsible online behavior.
On November 30, International Computer Security Day invites us to reflect on how we protect minors in the digital ecosystem. Currently, 1 in 3 internet users is under the age of 18, making them the fastest-growing audience online. However, this segment faces significant risks, including misuse of their personal data, exposure to inappropriate content, and the lack of environments tailored to their needs.
Although the internet is not a completely safe place for children and teenagers, it represents the largest library of data and information humanity has ever had at its disposal. Minors have the right to access this invaluable resource, but always under conditions that ensure their safety and well-being.
International regulations such as COPPA in the United States, LGPD in Brazil, and GDPR in Europe, among others, have made important strides in protecting minors and their personal data. These regulations establish clear standards for data collection and management, as well as for creating safe spaces tailored to young audiences. However, many current platforms are not designed to meet these requirements, leaving a critical gap in protecting this vulnerable demographic.
This issue goes beyond regulations and governments; it touches on a deeper debate about a segment that is often unprotected: children and teenagers. They express clear concerns when connecting to the internet, with cyberbullying (69%), exposure to inappropriate content (67%), and privacy (47%) being the main worries among those under 18 in Latin America.
Parents also share concerns about the risks their children face online. Among the most common are exposure to age-inappropriate content (63%), cyberbullying (60%), and grooming (47%)*.
At Kids Corp, we are committed to transforming this reality. Our mission is to help build a safer internet for new generations. This means ensuring minors can access the digital world and its wealth of information while providing curated content aligned with current data protection and content security legislation. We offer a unique DSP in the market that not only helps brands comply with global regulations but also enables them to connect effectively with their audiences.
Protecting children and teenagers online is not just about technology; it is a shared responsibility that requires collaboration from all stakeholders in the industry: governments, brands, platforms, and families alike. On this International Computer Security Day, it is essential to work together to create a digital environment where minors can explore, learn, and grow safely.
*Source: Kids Corp's Insights Portal, which annually surveys 85,000 households in Latin America.
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