Children's Online Privacy Code: draft launched

The OAIC has released the draft Children’s Online Privacy Code. Its proposed direct-marketing rules require consent, consistency with the child’s best interests, and personal information collected directly from the child.

For marketers, this goes to how younger audiences are built and reached. My starting point would be the apps, games and websites children actually use, then the data collection and advertising integrations behind them. For services covered by the Code, those choices could change which audience-building and personalisation practices remain workable.

The Code must be finalised and registered by 10 December 2026. The consultation is an opportunity to test the proposals against those workflows.

Read about the Code.