Online safety and privacy are very important to us, so we do everything we can to ensure our visitors are protected.
To that end, Circle 1 Network created the Responsible Marketing Program, which tackles two important issues in the industry: Protecting the privacy and personal information of children online and drawing a line between the advertising and editorial content of Web sites.
Responsible kids' marketers canfree of chargelicense Kidbe Safe and The Ad Bug, two kid-tested and kid-approved characters that represent these issues graphically on the Web. The characters' presence on a site helps reassure parents and kids that the site meets industry guidelines for online safety and advertising and keeps them aware of any changes in those standards.
Kidbe Safe recognizes safe sites for children and promotes parental involvement. The character appears in an area where a site requests personal information from children, as in surveys and registration forms, or in games and contests that require children to provide personal information. It lets children and their parents know that the site follows industry guidelines for the responsible collection and use of such information.
The Ad Bug clearly identifies the line between online advertising and editorial content for children and their parents. If a site has advertisements, The Ad Bug is placed next to the ads, letting children know exactly what they are looking at. If it has commercial product information, the character is animated and appears on a small graphic box that kids can click on to learn more. In its very first ruling on Internet safety and privacy in July 1997, the Federal Trade Commission applauded KidsCom's proactive development of The Ad Bug and its precedent of helping children identify advertising whenever they are online.
Responsible Marketing Program
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