Behind the cute characters, apps used by children can not only have the possibility of exposing them to age-inappropriate content or excessive in-app promotions, but may also make a large amount
of their personal information and online behaviour accessible to third party online marketing and advertising industry. Such practices are not unique to children’s apps, but young children are probably less capable of resisting the resulting personalised advertisements and game promotions.
Currently there are no effective ways to stop these tracking behaviours on mobile devices. However, there are things that parents/families can do by making more informed choices of apps.