Safe Internet Alliance

In her welcome remarks opening the Framework for a Safe Internet conference, Safe Internet Alliance president Linda Criddle noted the diversity of the audience – which included Congressional and federal staff, industry representatives and organizations – and stated: “We are currently losing the war against Internet crime. We do not have an environment that rewards responsibility. It's time to take the Internet back.”

Criddle highlighted the conference's goals: to help broaden the public's understanding of the underlying factors behind internet safety risks, what's being done today, and what the future will bring for us as we move forward.

She was followed at the podium by Pamela Jones Harbour, Commissioner for the Federal Trade Commission, who said the centerpiece of the FTC's education efforts is the OnGuard Online website, a multimedia site designed to educate consumers about basic computer safety. Since its launch, over 10.3 million users have accessed the site's resources.

"As a great example of public private cooperation, the commission deliberately branded OnGuard Online independently of the FTC, and we did it to encourage other organizations to really make this information their own," said Commissioner Harbour. "And to disseminate it in ways that could reach more consumers. There are more than 30 partners that dedicate time and expertise to the website.

She explained that as part of the FTC's outreach, it organizes workshops on different topics. For example, in May 2008, it sponsored a workshop titled "Beyond Voice: Mapping the Mobile Marketplace," a mobile town hall that convened industry experts in mobile marketing and technology along with consumer advocates and academics. The discussions focused on global commerce, the consumer's ability to control mobile applications, and industry best practices.

"Last spring, the FTC released a report of its findings from our mobile town hall, and one of the most important conclusions that staff reached was that the agency needed to expedite review of COPA (Child Online Protection Act) ... It was initially set to be reviewed in 2015, but we decided to begin our review actually next year, to determine whether any modifications are needed to address changes in the mobile marketplace."

Commissioner Harbour also told the attendees that as technology improves and evolves, the FTC 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 Commissioner 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. Commissioner 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. Commissioner 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 Commissioner 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.

Commissioner Harbour concluded her speech by announcing that the FTC had issued a $250,000 civil ruling against a company for not complying with the guidelines of COPA.