Marketing 12th Edition by Charles Lamb,Charles Lamb,Joe Hair

Exercise 2

EyeOnU operates a Web filter service for public schools and libraries to protect students from inappropriate material on the Internet. Like the industry as a whole, the company's market share has been stagnant for the past two years. Looking for new sources of revenue, the company is considering selling the data it has collected about student surfing habits to marketers trying to learn more about students' behavior on the Web. The data are anonymous, but privacy advocates are concerned about the precedent of selling information about children to marketers.
Visit the COPPA site dedicated to distributing information about the Children's Online Privacy Protection Act at www.coppa.org/comply.htm. Then write a brief paragraph on the responsibilities a Web site operator has to protect children's privacy and safety online and how that relates to EyeOnU's dilemma.