Safe Internet Alliance

[This is the second in a series of posts featuring key points and issues discussed at Safe Internet Alliance’s event on Capitol Hill on October 20th, “Framework For A Safe Internet: Know the facts, understand the issues, shape the future.”]

Speaking before the Framework for a Safe Internet conference, Pamela Jones Harbour, Commissioner for the Federal Trade Commission, told the attendees that as technology improves and evolves, the Commission must do its best to ensure that the regulatory framework also adapts with those innovative technologies.

"Next year we plan to launch a multi-media advertising literacy campaign directed toward tweens," said Harbour. "And while children might have the ability to differentiate television advertising from program content at a fairly young age, they might not understand advertising's underlying intent. These concerns are heightened on the internet when the distinction between content and advertising is not clearly defined."

One example she gave of this were advergames, which are online video games that are used to promote a corporate sponsor. She said in these instances even older kids might not understand when they're being pitched a product. Harbour explained that the campaign has three goals: 1. To teach kids to be aware of advertising and marketing messages. 2. To teach them to read, analyze and understand the ads. 3. To show them the benefits of being an informed consumer.

"The campaign will focus on three key questions," she said. "The questions would be, 'who's responsible for this ad, what does the ad say, and what does the ad want me to do?"

The central feature of the ad literacy campaign will be an interactive website that teaches core ad literacy concepts with an entertaining game. An in-school curriculum made with a partnership with Scholastic will equip kids with determining where, why, and how ads are constructed and placed.

Last October, Congress passed the Broadband Data Improvement Act. The Act in part called on the FTC to carry out a nation-wide education program to promote the safe use of the internet by children. Harbour said this mandate was an important recognition of the FTC's existing toolset and success.

"We expected OnGuard Online to be the launching pad for this effort, and we actively solicited input from other industry leaders to partner with us in this national campaign," she said.

The FTC launched a print publication this week, Net Cetera that provides adults with practical tips to help kids navigate the online world.

"Kids have a different way of communicating online, and these come with unique risks," said Harbour. "The guide encourages kids to minimize these results by encouraging them to engage in responsible conduct."

The FTC will be giving out free copies -- as many as 1.5 Million -- and organizations can put their own name on it or reprint it in their newsletters or websites, and the materials are in the public domain.

"There are four pieces of sample advice, explained a little more in the booklet," she said. "You need to start early, need to initiate these conversations, you need to communicate your values, and then you need to be patient."

Of course education is only one part of what the FTC does; the other is enforcement. Harbour ended her speech by announcing that the Commission had issued a $250,000 civil ruling against a company for not complying with the guidelines of COPA.

The announcement acted as a sober reminder that there are consequences for organizations and companies that don't follow child safety guidelines. Though education is a critical key, both private and public organizations must play their part in ensuring a safe internet.