What COPPA 2.0 means for Gen Z advertisers

You may have heard about two new pieces of legislation aimed at protecting young audiences online: COPPA 2.0 and the Kids Online Safety Act (KOSA). These proposed updates are poised to impact how brands and advertisers connect with younger audiences, expanding protections that previously applied only to children under 13 to now include GenZ teens aged 13-17. 

Here's a look at what these proposed changes mean for advertisers and why we at Precise TV are ready to support you. 

Highlights of COPPA 2.0 and KOSA

COPPA 2.0 is an update to the original Children’s Online Privacy Protection Act (COPPA) and introduces new standards for handling data of a non-adult audience.

• Expanded privacy protections for ages 13-16 (until their 17th birthday), extending COPPA’s safeguards to teens
• Targeted advertising restrictions, banning ads aimed at minors under 17 without explicit consent
• Data deletion tools like an "eraser button," allowing users under 17 to clear their data easily

KOSA further focuses on user experience and content safety:

• Duty of care for platforms: platforms will need to actively protect young users from harmful content
• Privacy by default: platforms would set the highest privacy settings for minors from the start
• Reduction of autoplay and algorithmic recommendations: features that might encourage passive consumption, such as autoplay, will be reduced or removed. 

Why Precise TV is Ready for COPPA 2.0

Since launching in 2015, we’ve been certified under the original COPPA, so our framework is already built with strict privacy protections in mind. While there’s no formal certification for COPPA 2.0 yet, we’re dedicated to adapting to these evolving standards to ensure that your campaigns remain compliant and impactful for audiences under 17.

Our annual research, Precise Advertiser Report, for Teens & Youths (dubbed PARTY) looks at the media consumption habits of Gen Z teens across the US. With an influx of data showcasing where teens are spending their time online, we have first hand information about how and why understanding teen reach is so important. 

Earlier this year we uncovered stats such as: 

• 16% of teens watch all YouTube Shorts ads
• 52% of teens recall ads seen on YouTube 
• Only 25% of teens skip all ads on TikTok

With teens admitting they actively engage in watching ads, it is our industry’s responsibility to ensure they are served relevant and safe content in a space they spend anywhere up to 122 minutes a day. But, there are huge benefits for advertisers with these new stipulations and not something for anyone to be concerned about. 

These proposed regulations hold exciting opportunities for brands focused on reaching that GenZ 13-16 audience in safe and meaningful ways. Here’s how COPPA 2.0 and KOSA could benefit advertisers:

1. Supporting purposeful content discovery

KOSA’s aim is to reduce algorithm-driven recommendations and help prioritize relevant content over “popular” but possibly irrelevant material. Allowing kids and teens to find content based on their genuine interests can lead to more rewarding and engaged viewing. For advertisers, this shift means that your messages reach audiences who are truly interested in the content they’re watching, aligning with our goal of meaningful, interest-based engagement.

2. Fostering authentic engagement by reducing autoplay

Autoplay, a standard feature on many platforms, often over-inflates viewership numbers without reflecting active engagement. KOSA’s proposed reduction or elimination of autoplay makes each ad view more intentional, helping advertisers reach an audience that’s genuinely interested in their message.  Ultimately, this could enhance the effectiveness of your advertising spend and reduce media wastage. 

3. Emphasizing privacy- first, contextual advertising

COPPA 2.0 and KOSA highlight the value of contextual advertising, a strategy we’ve championed from the start. By matching ads to the context of the content being viewed, you can reach younger audiences without infringing on their privacy. Contextual advertising not only minimizes ad waste but also aligns with these new regulatory standards, making it THE smart choice for high-quality, privacy-focused campaigns.

While COPPA 2.0 and KOSA haven’t become law, we’re following developments to ensure our tools and strategies are ready for updates, quickly.  

At Precise TV, we’re passionate about protecting kids and teens’ privacy and enhancing ad relevance, and we’re excited about the positive impact these changes could bring for advertisers and young audiences alike. Get in touch to learn more.