My Talking Tom, an animated
video game featuring a pet cat, is one of the
most popular apps for young children. To advance through the game, youngsters
must care for a wide-eyed virtual cat, earning points for each task they
complete.
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The app, which has been downloaded more than 1
billion times from the Google Play Store, also bombards children with
marketing. It is crowded with ads, constantly offers players extra points in
exchange for viewing ads and encourages them to buy virtual game accessories.
“Every screen has
multiple traps for your little one to click on,” Josiah Ostley, a parent, wrote
in a critical review of the app on the Google Play Store last month, adding
that he was deleting the app.
Now some prominent children’s advocacy, privacy, and
health groups want to ban user engagement techniques that, they say, unfairly
steer the behavior of minors and hijack their attention. On Thursday morning, a
coalition of more than 20 groups filed a petition asking the
Federal Trade Commission (FTC) to prohibit video games such as My Talking Tom, as well as
social networks such as TikTok and other online services, from employing
certain attention-grabbing practices that may hook children online.
In particular, the groups asked regulators to
prohibit online services from offering unpredictable rewards — a technique that
slot machines use — to keep children online.
The groups also asked the agency to prohibit online
services from using social pressure techniques, such as displaying the number
of likes that children’s social media posts garner, and endless content feeds
that may cause children to spend more time online than they may have wished.
The petition to federal regulators warned that such
practices might foster or exacerbate anxiety, depression, eating disorders or
self-harm among children and teenagers.
A level-up screen from My Talking Tom, a wildly popular app game targeted at very young children.
“Design features that maximize minors’ time and
activities online are deeply harmful to minors’ health and safety,” the
children’s activists wrote in the petition. “The FTC can and must establish
rules of the road to clarify when these design practices cross the line into
unlawful unfairness, thus protecting vulnerable users from unfair harms.”
The coalition was led by Fairplay, a nonprofit
children’s advocacy group, and the Center for Digital Democracy, a children’s
privacy, and digital rights group. Other signatories included the American
Academy of Pediatrics and the Network for Public Education.
Outfit7, the developer of My Talking Tom, did not
immediately return an email seeking comment.
Online services such as TikTok, Instagram and
YouTube routinely employ data-harvesting techniques and compelling design
elements — such as content-recommendation algorithms, smartphone notices, or
videos that automatically play one after another — to drive user engagement.
The more time people spend on an app or site, the more ads they are likely to
view.
Now legislators, regulators, and children’s groups
are taking a new approach to try to curb the use of such attention-hacking
practices on minors. They are trying to hold online services to the same kinds
of basic safety standards as the automobile industry — essentially requiring
apps and sites to install the digital equivalent of seat belts and air bags for
younger users.
Last year, for instance, the UK instituted
comprehensive online safeguards for young people, known as the Children’s Code.
The new rules require social media and video game platforms likely to be used
by minors to turn off certain features that could be detrimental — such as
barraging users with notifications at all hours of the night — by default for
younger users.
Before the British rules went into effect, TikTok,
YouTube, Instagram, and other popular services bolstered their safeguards for
younger users worldwide.
Young people themselves report mixed feelings about their
online activities. In a survey of roughly 1,300 teenagers in the US, published
November 16, by the
Pew Research Center, 80 percent said social media made them
feel more connected to their friends’ lives. About 30 percent also said they
felt that social media had a negative effect on people their age.
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