Four Key Points for an eCommerce Business to Note About Child Website Users

In Short

• If your eCommerce site is aimed at children, all website content, including user-generated material and advertising, must be appropriate for their age.
• You must comply with the Children’s Code, which sets strict standards for handling children’s data and online privacy.
• Advertising must meet the CAP Code rules, and your site should provide safety tools such as reporting functions and age assurance technologies.

Tips for Businesses

When targeting children through an eCommerce website, make sure all content and advertising are age-appropriate and comply with the CAP Code. Apply the Children’s Code by using high privacy settings, limiting data collection, and avoiding manipulative design. Add clear safety tools, such as reporting functions, to create a secure online environment for child users.

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Table of Contents

• What Do I Need to Be Aware of if My eCommerce Business Is Aimed at Children?
• Key Takeaways
• Frequently Asked Questions

When you run an eCommerce business, there is a lot you need to think about, even if you are a small business. In addition to the day-to-day running of your website brand, such as through online shopping and social media, you must ensure your online store abides by laws relating to the eCommerce industry. If your electronic commerce website is aimed at kids as your potential customers, such as selling children’s products on your product pages, you have additional rules to comply with. This article will, therefore, explain four key points you need to be aware of if your eCommerce business is aimed at children as your target audience.

What Do I Need to Be Aware of if My eCommerce Business Is Aimed at Children?

If your eCommerce business is aimed at children, there are certain things you need to be aware of. You must be mindful of these as many legal requirements will often be in place to protect children online.

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Below, we look at four key points to be aware of.

1. What Sort of Online Content Might be Aimed at Children?

If your eCommerce website aims at children, you must consider its online content. For example, your eCommerce business may be a:

• app;
• game; or
• news service.

Therefore, it is not just about what your website business sells or the service it provides. All content for your online brand website must be suitable for children if this is who your business is aimed at. Therefore, you need to ensure the following are suitable:

• your published content;
• content which users may add; and 
• content from online advertisers.

Online content covers various online formats such as:

• video; 
• patriots;
• music;
• games;
• messages; and 
• comments.

Ensuring appropriate content for children includes ensuring the language is suitable for their age.

2. The Children’s Code

If your eCommerce business is aimed at children, you must comply with the Children’s Code. This code relates to your data protection obligations and contains 15 standards you must abide by. It will apply if your eCommerce business is an Information Society service (ISS), which applies to most online businesses. 

The Code requires you to, for example:

• check how old online visitors to your website are;
• to not use geolocation services to establish where your website users are in the world; and
• to not try to encourage children to give you extra personal data by using nudge methods.

3. Advertising Regulations and Codes

If your eCommerce site is aimed at children, you must ensure any advertising complies with relevant codes and regulations. 

For example, you must abide by the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code). This details rules and regulations such as:

• to not directly try to get children to buy the product advertised or try to convince another person to buy it for them;
• avoid encouraging children to act dangerously or put their safety at risk;
• clarity when advertising and using suitable language; and
• where children do not have the product to undermine them.

4. Safety Tools 

A pivotal point to be aware of if your eCommerce business is aimed at children is the safety tools and mechanisms you make available through your website. One of these is offering children a way to inform you about inappropriate content on your site. This should explain to users the actions you will take when they post inappropriate content.

Also, your eCommerce business may wish to consider including assurance technologies for your website. These can prevent children from accessing content which is not suitable for them. For example, if your website is for adults and children.

Key Takeaways

If your eCommerce site is aimed at children, there are many points you need to consider for your website. This includes content as well as any products or services you provide. This means you must consider advertising, for example, and content others may place on your online site. Your eCommerce business must also be aware of the Children’s Code, a set of 14 standards relating to data protection. 

If your eCommerce site is aimed at children, you must comply with the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code). This requires your advertising to, for example, show clarity for children when advertising. Your eCommerce business will also need to consider safety tools such as mechanisms to let children report inappropriate website content.

If you need help understanding website requirements regarding child users in the UK, LegalVision’s experienced eCommerce lawyers can assist as part of our LegalVision membership. For a low monthly fee, you will have unlimited access to lawyers to answer your questions and draft and review your documents. So call us today on 0808 196 8584 or visit our membership page.

Frequently Asked Questions