by Jason Davey, Managing Director, Digital Marketing Marketing to kids online is a sensitive subject. In large part, this is because unscrupulous operators have been known to engage in the exploitation of personal details and privacy; preying on the unsuspecting, including kids. This article doesn't deal with that subject, but it does deal with what is required to build a successful following on a website aimed at kids, including how to handle disclosure. Having built successful kids websites for Cartoon Network, Sydney Aquarium and ENERGEX in the past 10 years; I can tell you that one strategy always works: GAMES. Kids love games, and they don't have to be some amazing 3D production to hold their attention, they simply need great playability. Throw in a high-scorer's ladder and you will find out just how competitive kids can be, as they challenge their mates to beat their high score. Kids are great viral promoters of websites they like, as they are large users of Instant Messenger and share links frequently. Simple and playable web games work very effectively. Use your brand mascot as a game character or select a game theme that ties closely with your brand, and you can involve kids with your brand in an environment that they enjoy and share with their friends. But don't forget mum and dad. Parents need to be comfortable with the topic of your game and to endorse the play. They are an important part of the marketing cycle. Below are some key tips to ensure a responsible approach to producing websites for kids:

• Identify yourself: make your brand very clear on the site.
• Make sure the difference is clear between website content and advertising.
• State clearly in your privacy policy that any information collected from children will not be sold to a third party, and ensure the policy is written in language that kids can understand.
• Avoid including chat rooms on your site unless you're prepared to appropriately monitor them with qualified and trained staff.
• Require parental consent to be obtained before any child under 13 releases any personal information. The consent should include a request for a parent's email address and sending a notification email to the parent requiring their authorisation.
• Don't display any personal information on the website other than screen names, and avoid too much personalisation within your email communication.
• Only email newsletters and notifications that are in line with your policy, and do not send too many promotional emails.

If you take the steps above and include some eye-catching graphics, playable web games and allow kids to unleash their creativity, you are bound to achieve success in building a following. Last tip: Make sure you keep adding new and exciting content regularly if you want to keep kids coming back!