YouTube channel owners: Is your content directed to children?

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Under COPPA, how do I know if my channel is “directed to children”? Since the FTC and New York Attorney General announced their September 2019 settlement with YouTube for violations of the Children’s Online Privacy Protection Act Rule, we’ve heard that question from channel owners – sometimes called content creators. If you’re a channel owner who shares content on user-generated platforms like YouTube, read on for FTC staff guidance about the applicability of the COPPA Rule and how those covered by the Rule can comply with its requirements.

The FTC action against YouTube and Google

The lawsuit against YouTube and Google alleged that the companies illegally collected personal information from children, in violation of COPPA. According to the complaint, the companies collected that information from viewers of child-directed YouTube channels in the form of persistent identifiers that track users across the Internet, but didn’t notify parents and get their consent. To settle the case, YouTube and Google agreed to create a mechanism so that channel owners can designate when the videos they upload to YouTube are – to use the words of COPPA – “directed to children.” The purpose of this requirement is to make sure that both YouTube and channel owners are complying with the law.

A COPPA recap

That provision of the settlement has raised questions among content creators about how to determine if what they upload to YouTube or other platforms is “directed to children.” The answer requires a brief summary of some key COPPA provisions. Passed by Congress in 1998, the Children’s Online Privacy Protection Act is a federal law that protects the privacy of children under 13. COPPA’s foundational principle is one that most people can agree on: Parents – not kids, companies, platforms, or content creators – should be in control when it comes to information collected from children online.

The FTC enforces the law through the COPPA Rule. In general, COPPA requires operators of commercial websites and online services that are directed to children (more about that in a minute) to provide notice and obtain verifiable parental consent before they collect personal information from kids under 13.

The COPPA Rule defines “personal information” to include obvious things like a child’s first and last name or home address, but that’s not all. Under COPPA, personal information also covers what are called persistent identifiers – behind-the-scenes code that recognizes a user over time and across different sites or online services. That could be an IP address or a cookie when it’s used to serve targeted ads. Keep in mind that an operator also might be collecting personal information through an open comment field on its site or service that allows a user under 13 to make personal information publicly available. For example, think of a comment like this on a child-directed site: My name is Mary Jones from Springfield. I love this video!

How COPPA applies to channel owners

So how does COPPA apply to channel owners who upload their content to YouTube or another third-party platform? COPPA applies in the same way it would if the channel owner had its own website or app. If a channel owner uploads content to a platform like YouTube, the channel might meet the definition of a “website or online service” covered by COPPA, depending on the nature of the content and the information collected. If the content is directed to children and if the channel owner, or someone on its behalf (for example, an ad network), collects personal information from viewers of that content (for example, through a persistent identifier that tracks a user to serve interest-based ads), the channel is covered by COPPA. Once COPPA applies, the operator must provide notice, obtain verifiable parental consent, and meet COPPA’s other requirements. For information on how to comply with COPPA, please visit the FTC’s COPPA page for our Six-Step Compliance Plan for Your Business.

How channel owners can determine if their content is directed to children

Under COPPA, there is no one-size-fits-all answer about what makes a site directed to children, but we can offer some guidance. To be clear, your content isn’t considered “directed to children” just because some children may see it. However, if your intended audience is kids under 13, you’re covered by COPPA and have to honor the Rule’s requirements.

The Rule sets out additional factors the FTC will consider in determining whether your content is child-directed:

  • the subject matter,
  • visual content,
  • the use of animated characters or child-oriented activities and incentives,
  • the kind of music or other audio content,
  • the age of models,
  • the presence of child celebrities or celebrities who appeal to children,
  • language or other characteristics of the site,
  • whether advertising that promotes or appears on the site is directed to children, and
  • competent and reliable empirical evidence about the age of the audience.

The determination of whether content is child-directed will be clearer in some contexts than in others, but we can share some general rules of thumb. First, unless you’re affirmatively targeting kids, there are many subject matter categories where you don’t have to worry about COPPA. For example, if your videos are about traditionally adult activities like employment, finances, politics, home ownership, home improvement, or travel, you’re probably not covered unless your content is geared toward kids. The same would be true for videos aimed at high school or college students. On the other hand, if your content includes traditional children’s pastimes or activities, it may be child-directed. For example, the FTC recently determined that an online dress-up game was child-directed.

Second, just because your video has bright colors or animated characters doesn’t mean you’re automatically covered by COPPA. While many animated shows are directed to kids, the FTC recognizes there can be animated programming that appeals to everyone.

Third, the complaint in the YouTube case offers some examples of channels the FTC considered to be directed to children. For example, many content creators explicitly stated in the “About” section of their YouTube channel that their intended audience was children under 13. Other channels made similar statements in communications with YouTube. In addition, many of the channels featured popular animated children’s programs or showed kids playing with toys or participating in other child-oriented activities. Some of the channel owners also enabled settings that made their content appear when users searched for the names of popular toys or animated characters. Want to see the FTC’s analysis in context? Read pages 10-14 of the YouTube complaint.

Finally, if you’ve applied the factors listed in the COPPA Rule and still wonder if your content is “directed to children,” it might help to consider how others view your content and content similar to yours. Has your channel been reviewed on sites that evaluate content for kids? Is your channel – or channels like yours – mentioned in blogs for parents of young children or in media articles about child-directed content? Have you surveyed your users or is there other empirical evidence about the age of your audience?

What are the possible penalties for violating COPPA?

The Rule allows for civil penalties of up to $42,530 per violation, but the FTC considers a number of factors in determining the appropriate amount, including a company’s financial condition and the impact a penalty could have on its ability to stay in business. While Google and YouTube paid $170 million, in another COPPA case settled this year, the operator paid a total civil penalty of $35,000.

Isn’t the FTC taking another look at the COPPA Rule?

Yes, the FTC is currently evaluating the Rule in light of rapid changes in technology. If you would like to comment on the effectiveness of the COPPA Rule and whether changes are needed, the FTC has extended the comment deadline to December 9, 2019.

Where can channel owners go for more information?

A look at the factors in the COPPA Rule will help most channel owners determine if their content is directed to children. If you’re still unsure about how COPPA applies to you, consider contacting an attorney or consulting with one of the COPPA Safe Harbor programs – self-regulatory groups that offer guidance on how operators can comply with the law. Visit the FTC’s website for a list of currently approved Safe Harbor organizations. For more resources, visit the FTC’s Children’s Privacy page for our Six-Step Compliance Plan for Your Business.



YouTube is our home. It's our happy place. Please don't take it away.

I make content using an app that is for kids (though it really should't be), and my content contains things that aren't for kids. I've seen someone say that this would still be marked as "for kids" because its made directly off a children's app. If you wanted kids to be safe, you should change the system.

We have two choices. Lose what makes us continue uploading or risk getting fined. I get that your trying to make YouTube better for kids, but all your doing is making kids lose their favourite youtubers.

Your intentions are good, but there's no way 12 year olds are gonna watch nursery rhymes in their free time.

"We're content creators, not babysitters."

I feel that this is stupid, for different reasons, what bad things are you going to see on YouTube? Since this platform is constantly changing and it is ruining many things that were good before. I say that since I have been occupying this platform for many years, children who were born in 2000 or before, watched entertaining things and not things like a baby, to be watching what they do is already exaggerated. You will not find anything wrong with youtube, people.

What if parents want to add a "made for kids" video to a playlist so they can just turn it on for their kids to watch? They're not able to do that if the 'save to playlist" option isn't available anymore, now can they? This change isn't very good and it's too confusing and frustrating.

I would like to know why I can’t watch a video that is for kids. It said that the reason was because the Chanel was makes for kids. How do I make it for me to be able to watch the videos?

Oh and I’m only 18 so I think that counts as being a child, right? I’m trying to be rude I just wanna fix this matter on my account.

Hey, uhh, COPPA is kinda good, but
Us videos creator are wild about it...


Sir I am not kid but this kid turn off is on my YouTube channel my question how to turn off the kids options.

Honestly, I just want to continue to watch my regular you tube which are Not X rated at all mostly educational and I can't even save it for future reference anymore due to your stupid children bar thingy? If the parents nowadays pay more attention to their kids wouldn't have such issue? All are self centered. Know how to have kids but don't know how to manage

Hy, i am channel owner I make all the videos about typical urdu language For urdu students What should i do now?

What if you just want videos aimed at both kids and adults? it would be helpful if youtube had a rule like that, like they said in a thingy (i think an email) it said you can have a both option but it isnt there, and untill they add it, i aint uploading >:(

I am not making coppa content

Im not kid im 20 years woman

I have been using YouTube for years I do not have children and I would like this made for kids feature turned off of my phone it's affecting other features that YouTube offers and there's no way I know how to turn it off please make this in clear sight so we have choices thank you.

You can see that you have been in the yobutube

How many times do I have to tell you Barney & Friends are not made for COPPA that means it's not made for kids

now we can't comment on some videos because of this.

How why do Tiffany Rothes videos have these types of blocks? Yeah she does have videos that are aimed towards kids but even her videos that are aimed towards adults are still blocked like this. Couldn't they have only done this with those videos of hers that are aimed towards kids?

How to change made for kids I want to change not for kids

No this video is not kid

This is *way* too vague. I don't know what to do. I just upload random videos sometimes, they're not even monetized, and now I'm at risk for a huge fine... The rules are way too vague and whether content is "for kids" or not is too subjective. This won't solve anything.

Enough careful look at

I need your help can you get rid of YouTube kids

While I understand the need to keep children’s information and privacy private, I do no understand the guidelines and restrictions that have been put in place.

My friends have a YouTube channel that are based solely around the fact that they are newly married and have just had a baby and according to the guidelines that have been given, even though their audience isn’t children, they have to claim being a made for children channel just because they have a child. When in fact most of their videos aren’t even about children it’s about being a married couple.

If the point is to protect and educate kids as much as possible, fine. But the fact that creators’ channels are now being limited because of the broad rules and guidelines set forth by this settlement has stripped many channels of the rich experience and connection that they used to have.
My friends channel has stopped being a creative and connecting place for new parents and family and more like a boring tv show. If I wanted cable I would turn on the tv, that’s not the purpose of YouTube.

Therefore, the guides and rules should be as specific as possible so that content creators, such as my friends, don’t have to limit themselves in order to follow a settlement that not only hinders the relationship a Youtuber has with their audience but also the freedom they have with their creativity.

YouTube is not a preschool.

My videos not for kids But how to change My settings on not for kids

This algorithm is calling “for kids” on all-ages content and adults-only content for using bright colors, 2D animation and/or puppets— can you please ask YouTube give us a way to change those videos back?

I’m sorry but the COPPA law should have never existed in the first place children should be able to see and do what they want on the computer without parent’s permission

To have a youtube account, you must be 13 years ir older, thats a rule, youtube is not for kids

My for kids. I do indeed cuss, But...commenting on youtube is how I talk to my ONLY friend..Can you fix this where when posting a vid you have to put "NOT FOR KIDS" Or like that..?

The FTC cannot approve particular websites or online services or provide an opinion on whether a specific site or service is directed to children. 

The problem is information being gathered illegally, then why not moniters the gathering of information, rather than ruining content creators' livelihoods? All these rules would just make it so that when kids go online to search for videos to watch, only adult content will show up, effectively having the exact opposite effect than what the law was supposedly intended to do. And passed in 1998? Are you kidding me? There wasn't even content for kids online anyway.

Yes made for kids

How do I turn off the kid thing

You can't-- the best you can do is hope we get an audience feedback option!

Animated contents can also directed to teens and adults only, instead of “everyone”, for example Death Note, I wonder whether or not the regulations makers know what animation is.

The settlement is too stupid and seems to be written by people from 100 years ago, who know nothing about the the modern world, who know nothing about the current children, the regulation is horrible and reminds me of what the USSR and Chinese governments have done in excuse of “children protection”, but in fact limiting the freedom of expression. It is scary and BY NO MEANS should happen in the US.

Please turn YouTube back to normal please

If my content is from video games like roblox as l would mark it

I fully agree that COPPA is needed, but please remove the mini player restriction.

Please help me My channel is not made for kids but but it is getting made for kids for my fault... Please someone help me... I want to change primary audience

I want to ask. I made an educational video "English verbs". it's clear that children are taught "verbs" in their English lessons. so here I'm not wrong if I say my video for children. but I also included examples of word usage in sentences. well maybe there are some sentences in the example that might not be for children aged 13 years. for example: "TELL" the example sentence "Could you tell me where the fitting room is?" This sentence is usually the mother or father of the child who uses. So which category should my video be in? this happened also to the Chinese video lesson. I make "everyday sentences" in Mandarin, but maybe there are sentences that are not often used daily for children. BUT my sentence also DOES NOT contain ADULTS. I made it with animation and color combination for children. I need his help to determine my problem.

Oh of COURSE comments are moderated.

YouTube please don't add my videos to YouTube Kids.

No need for that

A channel that is animated ore have’s stuff to do with games dose not all ways contain content specifically made for kids. And not all channel’s are made just for kids sum are for a more a mature audience sum are made for a younger audience and maybe sum are in between. And one more thing it should be the child’s parents how says what there kids watch not You Tube.

Really there is nothing bad on some video kids r going to hear and bad words anyways so why block it or anything

okay, Iam accept it, thanks to do it

What about origami which is folding paper into shapes which is done by many adults?

Imagine you are a youtuber, and you make a video about a game that both children like. Which would you need to choose?
(This question is rhetorical, I don't want to hear poeple only saying "children" or "13+" or anything like that.)


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