In cases like these, the children’s app developers didn’t strike individual deals with those advertisers. Then, in August 2014, PhonepayPlus fined French company Acetelecom £60,000 for a premium rate “voice changer” service that was also advertised in children’s apps, charging £1 per minute for calls from children – some of which went on for more than 90 minutes. In July 2013, UK regulator PhonepayPlus fined Australian firm CommandM PTY £250,000 for a ‘misleading’ app selling £4.50-a-week premium rate subscriptions, which was advertised within a range of children’s apps. In October 2012, adverts for payday lender Wonga offering “cash loans up to £400” were found in its Talking Ginger app, while in February 2013, its Talking Friends Cartoons app carried ads leading to a £4-a-week ringtones and wallpapers subscription service. One of SuperAwesome’s clients, Outfit7, knows this better than most. If advertising is to play a greater role in the children’s apps world, however, the existence of a network focused purely on child-safe ads is a good thing, given some of the past mis-steps in this area. “For all our brand partners, this means a more streamlined way of reaching this audience.”Ī company like SuperAwesome can divide opinion: sceptics may see a firm focused on showing ads to hundreds of millions of children on their most personal devices as decidedly un-awesome or super. “The kids advertising industry requires the highest standard of compliance and brand safety in the world,” added head of mobile Adam Holmes.
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“Content developers can just drop in a single line of code and they immediately have a kid-safe, COPPA compliant advertising solution,” said SuperAwesome’s chief product officer Joshua Wohle, about the new SDK.
SuperAwesome claims that its advertising network already reaches more than 100m children a month in the UK, US, Australia and France, with brands including Mattel, Hasbro, Disney and Warner Bros advertising through it in apps from publishers including Rovio (Angry Birds), Outfit7 (Talking Friends) and ZeptoLabs (Cut the Rope).
In this case, though, what developers are integrating are display and video ads, which SuperAwesome says are fully compliant with the US Children’s Online Privacy Protection Act (COPPA) legislation that’s become the chief standard by which children’s apps are judged around the world. The company is pitching the SDK as “Stripe for kids advertising”, referring to the famously easy-to-integrate mobile payment technology.
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It’s not hard to put ads in a children’s app, but ensuring that they’re appropriate for kids – no gambling, premium subscription and adult-rated games for example – has been a challenge.īritish startup SuperAwesome is hoping to change that, releasing a new software development kit (SDK) for Android and iOS developers that it says will add child-safe ads to children’s apps with “a single line of code”.
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