The Costly Mistake Companies Keep Making: Skipping Verifiable Parental Consent

When it comes to children’s privacy, one of the most common — and costly — mistakes we see is companies failing to obtain verifiable parental consent (VPC).

If you look at past COPPA violations, most stem from operators not properly notifying parents and failing to secure their verifiable consent before collecting, using, or sharing a child’s personal information.

This isn’t just a box to check. It’s a legal requirement — and increasingly, a global standard.

Why Parental Consent Matters

Under COPPA, verifiable parental consent is required before collecting any personal information from children under 13. The upcoming COPPA Rule Amendments make this even more critical by:

• Expanding the definition of personal information to include biometric identifiers and government-issued IDs.

• Requiring opt-in consent for targeted advertising and third-party disclosures.

• Adding new obligations for mixed-audience sites.

• Strengthening notice, data retention, and approved consent methods.

And COPPA isn’t alone. New laws such as the SAFE for Kids Act in New York, Texas SCOPE Act, India’s DPDP, and youth-focused regulations in the UK and EU are raising the bar worldwide. Each requires clear age assurance and parental consent mechanisms to protect children online.

Failing to comply can mean fines in the millions — but the bigger risk is loss of trust, brand damage, and years of recovery.

Beyond the Fines: The Hidden Costs of Non-Compliance

The FTC and regulators worldwide don’t just levy penalties. They may also require:

• Independent third-party assessments for up to 20 years.

• Ongoing employee training and monitoring.

• Stronger privacy defaults and deletion of previously collected data.

• Algorithm deletion if built on improperly obtained data.

The financial and reputational damage can be staggering. But companies that take parental consent seriously find a different path — one that builds trust, loyalty, and opportunity.

The Enforcement Climate

The White House and FTC have made clear: COPPA enforcement is a priority. The FTC has stressed that companies must obtain verifiable parental consent — even when third parties collect data on their behalf.

Recent actions show regulators at both federal and state levels are keeping children’s privacy in focus. While enforcement may ease in other areas, the FTC is doubling down on COPPA, children’s data, AI, and unfair practices under its broad Section 5 authority.

The takeaway? Children’s privacy remains in the spotlight — and consent is non-negotiable.

Why Work with PRIVO

PRIVO makes verifiable parental consent easy, privacy-preserving, and scalable. As an FTC-approved COPPA Safe Harbor, we are authorized to sanction new consent mechanisms and help companies navigate evolving global standards.

Our solutions include:

• Smart Age Gate™ to identify users by age, role, and jurisdiction.

• Age Assurance & Verification to accurately verify adults providing consent and prevent underage circumvention.

• Flexible consent flows, including Teen Consent, tailored to your risk profile and user experience needs.

• Kids Privacy Assured Program for comprehensive compliance certification and trust-building with parents, regulators, and partners.

When companies build consent in by design, the rewards go beyond compliance:

• Stronger trust with parents.

• Positive engagement with youth.

• Global readiness.

• Brand protection.

• Growth opportunity.

Final Thought

The laws are clear: parental consent is not optional. But the opportunity is equally clear: when you engage parents and empower kids responsibly, you build safer, more trusted digital experiences.

PRIVO has pioneered parental consent solutions for over 20 years. We’re here to help your company comply with confidence — and turn compliance into a competitive advantage.

👉 Ready to get it right? Contact PRIVO today.