From Out Of The Mouses Of Babes - teenagers are willing to give personal information to Web sites in exchange for free gifts - Brief Article

Kiplinger's Personal Finance Magazine, Nov, 2000 by Otto Krusius

INTERNET -- In return for free gifts, your teenagers will give ONLINE ADVERTISERS lots of information about you.

TWO-THIRDS of kids ages 10 to 17 say they're nervous about Web sites' collecting information about them, according to a study done by the Annenberg Public Policy Center of the University of Pennsylvania. But they're a little less squeamish when they get something in return. Nearly half are willing to give their name, address and other demographic information in exchange for a gift worth $100 or more.

Furthermore, many teens are willing to divulge sensitive information about their parents as well. In return for a "great free gift," about half will provide the makes and models of the family's cars and come up with a list of their parents' favorite stores. More than 20% of the young people surveyed were willing to disclose how many sick days their parents had taken, their parents' alcohol-consumption patterns, their weekend hobbies, how often they attend church and whether they speed when driving.

The Children's Online Privacy Protection Act is intended to prevent online firms from collecting information about kids under 13 without parental consent. But those 13 and older are treated as adults on the Web, and "I'm not sure people want teenagers to be treated as adults," says Joseph Turow, a communications professor who co-authored the study.

In addition to encouraging parents and children to discuss in detail what information can and can't be given out over the Internet, the authors suggest a limited role for federal regulation that would prohibit Web sites aimed at teens and "tweens" from using free gifts and sweepstakes to collect information.