Kids & Teens Marketing Compliance
Marketing to kids and teens operates under the strictest regulatory layer in advertising. COPPA (US, under-13), UK's Age-Appropriate Design Code (under-18), and EU DSA Article 28 each impose specific data-handling, ad-targeting, and content rules — breaches can mean account restrictions, content removal, or regulator fines, and platforms enforce them aggressively. Reference our EU DSA guide for Article 28 specifics.
Critical Compliance Risks
DSA Article 28 — minors protection
EU DSA Article 28(2) prohibits online platforms (not just VLOPs) from serving profiling-based ads to users they know with reasonable certainty are minors. Major platforms have removed profiling-based targeting options for under-18 audiences (Meta limited teen targeting to age and location globally in February 2023).
COPPA — under-13 data collection
US COPPA requires verifiable parental consent before collecting personal information from under-13 audiences. Behavioural advertising to under-13 requires that consent, which is rarely obtained; the FTC and New York AG fined YouTube a combined $170M in 2019 for violations.
UK Age-Appropriate Design Code (AADC)
The UK's "Children's Code" (effective 2021) requires services likely to be accessed by children to apply 15 standards on data, profiling, geolocation, and nudge techniques.
CPSIA toy safety and labeling
US Consumer Product Safety Improvement Act mandates lead/phthalate testing and tracking labels on children's products. Ad imagery must reflect compliant product specs; non-compliant products cannot be promoted.
Influencer-led kids content
Family-influencer content faces tightening rules — COPPA enforcement reaches kid-targeted YouTube channels, and FTC Endorsement Guides require clear disclosure of paid relationships in content aimed at children.
Sugary food and HFSS targeting
The UK introduced a 9pm TV watershed plus a total ban on paid online HFSS (high in fat, sugar, salt) ads (in force 5 Jan 2026); HFSS ad rules to minors otherwise vary by EU member state. Mexico NOM-051 restricts child-directed elements (cartoon characters, mascots) on high-octagonal-warning products.
Platform Specific Restrictions
Meta Guidelines
"Targeting under-18 limited to age and location since February 2023 (globally); COPPA-compliant data handling required for under-13. See Meta ad policies."
TikTok Guidelines
"Strict under-18 protection — limited ad targeting and default privacy settings, with opt-in parental controls (Family Pairing). See TikTok community guidelines."
Google Guidelines
"YouTube Kids ads have additional restrictions; ad personalization disabled for under-13 (post-COPPA settlement). See Google Ads policy guide."
LinkedIn Guidelines
"LinkedIn requires a 16+ minimum age (higher only where local law requires); B2B context means consumer kids marketing is not relevant, but EdTech for educators applies. See LinkedIn advertising policies."
YouTube Guidelines
"YouTube Kids has strict made-for-kids designation and ad restrictions; influencer disclosure mandatory in family content. See YouTube advertiser-friendly guidelines."
X Guidelines
"X requires 13+ minimum age; advertising to teen accounts limited. Family-focused content and toy reviews allowed with disclosure. See X ads policy."
Snapchat Guidelines
"13+ minimum, default-private accounts for under-18, and no behavioural targeting under 18 (EU and UK since 2023). See Snapchat advertising guide."
Pinterest Guidelines
"13+ minimum age; teen accounts default-private with restricted advertising. Family and parenting content thrives with disclosure. See Pinterest advertising policy."
Related Resources
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