Acxiom and Privo launch children's ‘do not contact list'

US-- Database marketing agency Acxiom and online children's security firm Privacy Vaults Online (Privo) have launched an internet-based registry to allow parents to block online firms – including researchers – from contacting their children.

The new Protect My Child Registry allows parents to choose which companies contact their children, and collect their data. It acts as an “intermediary” between children and websites that have age-restricted access to their sites.

Privo and Acxiom are currently in discussions with marketing organisations that contact children directly, including survey and market research companies.

Diane Bowers, president of US research association Casro, said: “A securely-maintained DNC list that allows parents to protect their children from online marketing is appropriate and consistent with Casro's and the research industry's commitment to protecting the privacy of children and the right of parents to guard their children's privacy. Further, when organisations or companies take socially-responsible actions, it strengthens the industry's self-regulation.”

Casro standards require researchers to obtain parental permission before working with children under 16 and to secure the same permission for all minors under 18 if the subject material is sensitive. A system where young respondents must ‘opt-in' before being invited to take part in research is also mandatory.

Author: James Verrinder