Informed parental consent is one of the criteria for marketers gathering online data on children, under newly issued U.S. Federal Trade Commission guidelines. The FTC released 38 pages of clarifications for the Children's Online Privacy Protection Act, which comes into force in July. The FTC is also asking that privacy policies be prominently displayed. "The FTC doesn't want it at the bottom of a Web page unless it's distinguishable. Policies must be on the home or landing page," said Linda Goldstein, a partner with Manatt, Phelps & Phillips.
FTC spells out online data-collection rules protecting children