State Age Verification and Minor Privacy Laws Accelerating
Key Questions
What novel approach does South Carolina's new law take on minor privacy?
The law bans autoplay and targeted ads to minors using behavioral data for age estimation rather than ID verification, potentially setting a precedent for other states.
How does California AB 1043 affect ad targeting and data collection?
The bill introduces a device-level age signal that shifts 'actual knowledge' standards for minors, with enforcement expected in 2027 and requiring ad tech firms to prepare for OS-level signals.
What is the status of Texas age verification requirements?
Texas SB 2420 age assurance is now live for Apple Accounts after an injunction was lifted, indicating active state-level enforcement and potential for similar bills elsewhere.
South Carolina passes law banning autoplay and targeted ads to minors, using behavioral data (not ID) for age estimation. This novel approach could set a precedent for other states. California AB 1043 introduces a device-level age signal that shifts 'actual knowledge' for minors, directly impacting ad targeting and data collection. Enforcement expected 2027. Ad tech firms must prepare for OS-level age signals and assess interaction with CCPA. Texas SB 2420 age assurance now live for Apple Accounts after injunction lifted, signaling state-level age verification enforcement. Watch for similar bills and potential NetChoice lawsuits.