Together with EE, INFOMEDIA hosted a seminar last week on Safeguarding Children’s Digital Experiences, at Wembley Stadium. With an agenda of advancing advertising practices across the Direct Carrier Billing industry, delegates were invited to share insights and best practices that go further to safeguard the UK’s ‘digital natives’.
The event was attended by key organisations including Mobile Network Operators, the PSA (UK regulator for content, goods & services charged to a phone bill), advertising bodies such as the IAB, digital content providers and compliance monitoring partners.
Last year, children spent more time online than watching TV for the first time, with smartphones being the primary device for surfing the web. Studies show that children use the web for a whole range of content, from gaming and entertainment, through to homework research and ‘how to’ videos on YouTube. Therefore, with children becoming increasingly tech-savvy and from a much younger age, we as an industry have great responsibility to drive innovation and best practices to go above and beyond to safeguard the digital playground.
We are committed to improving standards across the industry and promoting DCB as a mainstream payment mechanism. Through our compliance led approach, we aim to increase customer awareness, garner consumer trust and drive adoption of DCB. However, in order to achieve sustainable growth in the sector, it is vital that we take a pro-active role in enhancing every part of the value chain; that includes customer acquisition!
A wide range of initiatives were discussed that aim to minimise the likelihood of adverts being seen by children. These initiatives include a parent education scheme, industry-wide information sharing, advert placement blacklists, standardised affiliate terms, mandated free periods and more.