In a significant effort to protect minors' privacy, Britain's privacy watchdog, the Information Commissioner’s Office (ICO), this week launched an investigation into how global tech giants TikTok, Reddit and Imgur manage the personal data of underage users.

This probe arises amid increasing concerns regarding the exploitation of children's data and the ethical responsibilities of social media platforms.

In South Africa, where social media usage among teens is rapidly increasing, this development highlights the urgent need for robust data protection laws and stricter oversight of tech companies.

The investigation reflects a broader global debate about the ethical use of data, particularly concerning vulnerable groups like children.

According to the organisation, Kids Mental Health Foundation, it is essential to consider how marketers may use data collected on children and to develop a social media plan for families, while also prioritising the protection of children's online privacy. This also includes knowing when the right age for your child to start using social media.

The investigation

The ICO will specifically scrutinise TikTok, the popular video-sharing app owned by Chinese company ByteDance, focusing on its use of personal information from users aged 13 to 17 to enhance its recommendation algorithms. These algorithms are designed to keep young users engaged by curating content tailored to their interests, raising ethical questions about data harvesting from minors.

Additionally, the investigation will examine how US-based platforms Reddit and Imgur - an online content hosting site where you can view and share content such as images, GIFs, memes, videos and reviews - verify the ages of their underage users in the UK. With lax age verification processes often cited as a loophole for data misuse, the ICO aims to hold these platforms accountable for safeguarding children's privacy.

UK Information Commissioner John Edwards is reported to have emphasised the need to balance innovation with responsibility, stating: “We welcome the technology and innovation that companies like social media bring to the UK and want them to thrive in our economy. But this cannot be at the expense of children’s privacy.”

As the ICO’s investigation progresses, the focus remains on TikTok, Reddit, and Imgur, with the potential for significant fines and regulatory action if breaches are identified.

How to protect your child's data

The United Nations International Children's Emergency Fund (UNICEF) meanwhile offers several tips for protecting your child's data and privacy:

1. Review the privacy policies of the various video and communication tools your child uses, or conduct a quick online search for information on privacy risks associated with specific applications.

2. Ensure your child's devices have the latest software updates and antivirus programs, with privacy settings set to “high.”

3. When using new applications, confirm that your child's location cannot be identified or tracked.

4. Remind family members that videos may still be recording when stepping away from the camera; consider using tape or a post-it note to cover the camera when not in use.

5. Teach your child how to protect their identity and data, emphasising the importance of not sharing personal details such as address, bank details or passwords with anyone.