Privacy has taken on a new meaning in the age of the internet. No longer do we think about the privacy of our own homes or having a safe space away from others. Privacy is now a leading issue of internet usage, and it’s now common to assume we never have privacy online. Many people cover their laptop cameras when not using them, create an alias for their Facebook profile, and avoid sending personal information over text. What most people don’t think about, however, is the invasion of privacy on children, a vulnerable group of internet users who usually can’t understand that their information could be stolen, or even what that means. The 1998 Children’s Online Privacy Protection Act (COPPA) was enacted to, “impose certain requirements on operators of websites or online services directed to children under 13 years of age, and on operators of other websites or online services that have actual knowledge that they are collecting personal information online from a child under 13 years of age,” (FTC). However, companies in the education technology industry and children’s entertainment sites, such as YouTube Kids, have intentionally violated COPPA by harvesting their information and tracking their every move. With children beginning to use devices at younger and younger ages, it’s important to protect their privacy.
Data mining has become a major issue, with companies like Facebook emerging as a threat to user privacy. As explained by the company, the Statistical Analysis System (SAS), “Data mining is the process of finding anomalies, patterns and correlations within large data sets to predict outcomes. Using a broad range of techniques, you can use this information to increase revenues, cut costs, improve customer relationships, reduce risks and more.” In simpler terms, data mining is sifting through users’ data to predict trends and find connections, and is often used for things like targeted advertising and figuring out how well a company is operating. According to MicroStrategy, data mining is used for database marketing and targeting, credit risk management and credit scoring, fraud detection and prevention, healthcare bioinformatics, and spam filtering. For companies practicing data mining, there are major benefits because it isn’t costly and they can uncover key characteristics of consumers. However, it comes with a major cost: compromising user privacy.

One type of industry harvesting children’s information are education technology companies. As more schools shift their curriculum to virtual platforms, the dangers of collecting students’ data increases greatly. Very Well Family explains, “when it comes to mining student data, parents are discovering that it is next to impossible to find out which companies are collecting data on their students. Plus, they have no idea how this information is being used. What’s more, most industry experts indicate that there are huge holes in the protection of students’ privacy.” The vagueness of this issue and the idea that data is being collected and shared without consent are what people find most concerning. Students are monitored by every mouse click, every hesitation during a math problem, every video they watch, their quiz answers, and more. The data analytics firms are able to easily figure out how each child thinks and works, noticing which subjects they struggle with and which they thrive in. This kind of data can even predict how a child will do on future tests. Parents have a right to be concerned, because they are unaware of how their children are even being spied on. Additionally, with technology becoming a major part of everyday life and becoming integrated more and more within schools, it’s nearly impossible to keep a child safe from it. A big contributor to this issue has been Google since it owns educational platforms like Google Classroom, Google Drive, and Google Docs. It has been estimated that these platforms have 70 million users worldwide, and about 20 million Google Chromebooks in use in classrooms each week. The use of technology in classrooms has become unavoidable, and so has the data mining of students.
One case of education technology companies data mining students is when the data analytics firm, Knewton, harvested four million students’ information across the United States. According to Politico, “Ed tech companies of all sizes, from basement startups to global conglomerates, have jumped into the game. The most adept are scooping up as many as 10 million unique data points on each child, each day. That’s more data than Netflix or Facebook or even Google collect on their users.” The amount of data Knewton racked up was staggering, but the type of information was even more so. Monitoring kids’ every move on educational websites, Knewton was able to find out about their academic progress, work habits, how they think, learning styles, personal interests, and more. All of this information is extremely desirable for commercial use, meaning their data has the potential to be sold for profit to be used to target ads towards the children and their families. The information could also be used for things like college admissions, military recruitment, or employers.
While there has been overwhelming anger and frustration among parents understandably protective of their children, data mining continues to become an increasingly used and well accepted practice. The benefits make data mining seem well worth it, and “A report by McKinsey & Co. last year found that expanding the use of data in K-12 schools and colleges could drive at least $300 billion a year in added economic growth in the U.S. by improving instruction and making education more efficient,” (Politico). There is a question of ethics that comes into play, though. Is there a better way to better the education system without potentially compromising millions of children’s information?

Another industry actively mining children’s data is entertainment technology. Just as education technology companies wish to use kids’ data to enhance school systems and learn about children’s academic behaviors, entertainment technology companies wish to use it to create targeted advertisements, learn about their interests, and build profiles for groups to benefit their business. A major player in data mining children over this type of platform has been Youtube. Owned by Google, YouTube and its children’s platform, YouTube Kids, has the ability to rack up millions of kids’ data by tracking the videos they watch. In August of 2019, YouTube was actually caught in hot water when it was discovered that it was intentionally and illegally harvesting personal information from children and then selling it to use for profit by targeting them with advertisements. As a top destination for young children, YouTube has claimed, its service is intended for ages 13 and older,” although “younger kids commonly watch videos on the site and many popular YouTube channels feature cartoons or sing-a-longs made for children,” (The Guardian). This makes YouTube’s actions all the more concerning because they were aware of their younger users and knowingly sold their data for profit, even bragging about its popularity with children to prospective corporate clients. Google was fined $170 million for the incident, with $136 million going towards the Federal Trade Commission and $34 million going towards New York state to resolve other very similar allegations.
YouTube was also asked by the Federal Trade Commission to strengthen their protection of children under 13 in a new system that, “asks video channel owners to identify the children’s content they post so that targeted ads are not placed in such videos. YouTube must also obtain consent from parents before collecting or sharing personal details like a child’s name or photos,” (The New York Times). The idea that Youtube didn’t already have these measures in place was concerning, as their previous actions directly violated COPPA. Also described in The New York Times, “Children’s advocates who lodged their own privacy complaint against YouTube with the FTC last year said that Google had simply agreed to abide by a children’s privacy law it was already obligated to comply with.” Many complained that the $170 million fine was merely a slap on the wrist, and a meaningless action considering these are laws that should’ve been followed anyways. Entertainment technology can be a major threat to children’s privacy, and it is important to keep these huge companies tracking data in check.
I found the issue of children’s lack of internet privacy and data mining so significant for many reasons. While the biggest stories to make the news are those of how to protect people over the age of 13 from their information being stolen, there are very few stories making headlines about children’s data being harvested. This is an extremely vulnerable group that doesn’t even understand that there is anything going on other than the video they’re watching. Also, there are so many holes in privacy policies and terms of service that the effects of COPPA feel too weak. More parents need to be educated about how to keep their children safe while using the internet, and more policies protecting children from data mining need to be put in place. Another reason I found this so intriguing is because I am a part-time nanny for a family with very young children. At just two and five, the kids I watch are already able to navigate their way through YouTube Kids, Netflix, and more. The five year-old is already using educational apps, such as ABC Mouse and Google Classroom, to do schoolwork and keep her mind working. What concerns me is how young these kids are, and the fact that their data is easily accessible for companies to look into. Being that I spend entire days with these kids a few times a week, this issue felt more personal to me.
Data mining children’s information is an unethical practice that deserves more attention from the public. Just as we care about our own information being stolen and sold, we should care about vulnerable children’s information being harvested. Many don’t even think about the dangers of the internet for children and their privacy unless they have children of their own, but it is a major issue. There should be more protections surrounding children’s privacy, and the holes in privacy policies and terms of service for kids’ protection should be filled.
WORKS CITED:
“Children’s Online Privacy Protection Rule (‘COPPA’).” Federal Trade Commission, 6 Mar. 2020, http://www.ftc.gov/enforcement/rules/rulemaking-regulatory-reform-proceedings/childrens-online-privacy-protection-rule.
“Data Mining Explained.” MicroStrategy, http://www.microstrategy.com/us/resources/introductory-guides/data-mining-explained#database.
Gordon, Sherri. “What Every Parent Needs to Know About Data Mining.” Verywell Family, Verywell Family, 25 June 2019, http://www.verywellfamily.com/how-your-student-data-is-being-mined-and-why-you-should-care-4176089.
Press, Associated. “YouTube Fined $170m for Collecting Children’s Personal Data.” The Guardian, Guardian News and Media, 4 Sept. 2019, http://www.theguardian.com/technology/2019/sep/04/youtube-kids-fine-personal-data-collection-children-.
Simon, Stephanie. “The Big Biz of Spying on Little Kids.” POLITICO, 17 May 2014, http://www.politico.com/story/2014/05/data-mining-your-children-106676.
Singer, Natasha, and Kate Conger. “Google Is Fined $170 Million for Violating Children’s Privacy on YouTube.” The New York Times, The New York Times, 4 Sept. 2019, http://www.nytimes.com/2019/09/04/technology/google-youtube-fine-ftc.html.
“What Is Data Mining?” SAS, http://www.sas.com/en_us/insights/analytics/data-mining.html.













