In an attempt to further limit the use of data to market to children younger than 16, U.S. Sens. Ron Wyden, D-OR, and Ted Stevens, R-AK, introduced a bill yesterday called the Children's Listbroker Privacy Act.
The legislation would prohibit the rental of personal information of children under 16 for marketing purposes without parental consent. The bill defines personal information as name, address, e-mail address, telephone number, Social Security number and any other information identifying a person.
This opt-in bill takes a stricter approach to children's data use than the No Child Left Behind Act, which went into effect in 2002. The law lets parents exclude their children from personal data collected at school and used for non-educational marketing and requires schools to notify parents annually about their right to opt out children.