Photo by Kampus Production
Today, childhood is largely digital. Social media and the internet have become a huge part of how children explore the world, connect with peers, and learn to express themselves.
But while social media offers countless ways to share creativity and create connections, it can also prey on children’s privacy in ways many people may not be aware of.
In this article, we’ll delve into how social media platforms collect, share, and sometimes exploit children’s data in ways that violate the principle of informed consent – and what parents, educators, and policymakers can do to protect it.
The Rise of the Digital Childhood
Children are going online earlier than ever. From funny dance videos to gaming streams, kids and teens are living their lives online in ways that were unimaginable a generation ago.
In fact, according to the Pew Research Center, up to 95% of teens have access to digital devices such as smartphones, and around 38% of preteens (aged 8-12) have used social media, according to Common Sense Media.
We even came up with the term “iPad kids.” Many are attracted by the bright visuals of YouTube videos, watching them for hours before they can even read. And many kids would even say that their dream job is to grow on Twitch as a streamer.
The problem, however, is that these sites aren’t just about harmless fun. They’re a business, first and foremost – ones that thrive on attention and data.
The Business of Data
As such, social media companies collect enormous amounts of information about their users. Every post read, every video viewed, every like, comment, and share – even every click – is used to build detailed behavioral profiles.
What kind of videos do they watch? At what times? Which ads do they skip? Who is on their friend list? What kind of comments do they usually leave? Where were they recently, according to their phone’s location?
All this (and much, much more) helps platforms refine algorithms, predict what users will engage with next, serve targeted ads – and ultimately, make a profit.
This has been the name of the social media game for a long time now. And for adults, this data economy is already an unsettling reality, even one many have gotten used to by now. Getting ads on Facebook for something you searched for on YouTube (or discussed at your friend’s birthday)? That’s an everyday occurrence at this point.
Why Children’s Data is Even More Valuable
For children, however, the picture is more complicated.
Advertisers don’t only track them, they may even aim to shape them. After all, children represent the consumers of the future. Brands that can capture their attention today can shape their habits and turn them into loyal customers when they become adults.
With algorithms engineered to hold their attention for as long as possible, they have countless methods and opportunities to nudge them in the direction of their choosing. Their natural curiosity is used as a marketing tool at the expense of their online privacy, and play and exploration are turned into opportunities for persuasion.
And even then, with all this being said, where is the line between persuasion and manipulation?
This all occurs with children – and even parents – having little to no understanding, let alone control, of how their data is used. Or that it’s even collected and used in the first place.
And any kind of consent gotten from them is, of course, dubious at best. Not only because of their age, but also because of the complexity of online terms and policies. Even adults rarely read or fully understand what they’re agreeing to, and for children, those walls of legal text might as well be written in another language.
The Hidden Web of Trackers
How is such data collected?
Whenever children open an app, play a game, or watch a video, dozens of silent processes immediately start running in the background and collecting information.
These cookies and trackers are embedded in social media websites, tracking every data point aforementioned (what they do, how long they stay, what they click on, and even where their device is located).
These digital trackers then send such data to companies’ databases, advertising networks, analytics firms, and a whole host of other third parties (and probably do so within milliseconds).
This data collection web isn’t just designed to be invisible, it’s so complex and runs so deep that privacy experts and even entire governments struggle to map it out completely – let alone regulate it effectively.
The Personal Cost of Invisible Surveillance
However, it’s not just about invasive business practices. This manipulative culture of surveillance has tangible effects on kids’ personal development.
Remember, it’s all about attention. The data collected shapes the types of content children are shown, influencing their moods, interests, and beliefs, prioritizing engagement over well-being.
This means that the algorithm might not always show kids content that’s educational, fun, or enriching. They may, for example, be fed AI-generated content that provides little to no value – but is designed to keep your attention. Or age-inappropriate videos that exploit emotional reactions.
Political groups can also use it to shape children’s malleable minds early for their cause, nudging their views before they’ve even developed the ability to think critically about them.
Additionally, growing up in a digital environment where every move is monitored normalizes it. Adults already struggle to resist constant tracking – what about children who grew up on it? Those who learn to accept constant tracking might be less likely to question it later in life.
The result? Kids who might have trouble with their attention spans and social skills, and even face higher risks of political radicalization.
When Regulation Falls Short
Directives such as the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) were meant to address many of these issues, giving users more control over their personal information and imposing penalties on companies that misuse it.
In practice, however, enforcement has difficulty catching up with the sheer scale and sophistication of social media data collection – especially when it comes to children, despite them having clauses specific to child data collection.
The numbers reveal just how widespread the problem is. Research has shown that nearly one-third of all social media GDPR fines are linked to violations involving children’s data.
Many of these violations are about vague consent mechanisms, unclear data-sharing policies, or algorithms that profile minors despite explicit restrictions against doing so.
While €765 million in fines linked to the mishandling of children’s data might already seem like a staggering figure, the truth is that the profits from data-driven advertising far exceed the cost of regulatory penalties.
And perhaps the most frightening reality about this is that it’s only the GDPR – only the EU. What happens in countries that have no real data protection laws, or even less ability to enforce them than the EU does?
How to Protect Your Family’s Data
While regulation is still lacking, there are still practical, effective ways of mitigating these risks and protecting your family’s privacy.
- Monitor what your kids do online.
While it’s tempting to simply leave them be with the iPad, staying aware of what they’re doing and watching can make a huge difference. See them watching age-inappropriate videos? Immediately click the “Not Interested” or “Do not recommend this channel” buttons.
- Teach critical thinking early.
Beyond monitoring, it’s also wise to ask your children about the content they consume. Encourage them to think about what they read and watch. Not only do you teach them critical thinking, but you can also engage them in their hobbies as well.
- Use strong privacy settings.
Many sites have parental controls that limit what data can be collected or shared. Your kids probably don’t know they exist (or even care for them), so make sure to enable them before handing the phone back. And make sure to regularly review them, as these settings and permissions can change without prior notice.
- Limit third-party data collection.
Use privacy-focused browsers, a browser VPN, or tracker-blocking extensions to make it more difficult for advertisers to link your child’s activities across different sites.
- Lead by example.
Show your children how you use technology and social media responsibly. Emphasizing that privacy is their right, not a privilege.
While small, these measures are easy to implement and can make large differences in the long run. The most important thing, however, is to build awareness. By doing these things in childhood, children can learn how to be more aware of their digital practices going into adulthood.
A Cultural Shift in How We See Data
Still, these issues demand systemic change.
Protecting the next generation requires more than just adjusting settings or using new tools. It requires an entire socio-cultural shift in how we value data itself. A child’s privacy isn’t a commodity. It’s part of who they are, and it deserves the same protection as their safety online.
This means holding platforms, corporations, and policymakers accountable. It means making schools teach digital literacy early, especially with how digitized education and business are now. It means treating data ethics as a collective responsibility, not just a personal choice.
Conclusion
Children may be the most tech-savvy generation yet, but they are also the most exposed. Much of their life is now online, which means much of their life is tracked and manipulated.
The world will only become more digitized. If you care about kids’ future, then it’s imperative to start treating children’s data not as numbers on a server, but as a core part of who they are as human beings – something that deserves not just protection, but respect.