Pixalate found 800k+ mobile apps across the Google & Apple app stores that are likely accessed by children under the age of 18; 64% of UK-based Children’s Apps in the Apple App Store request permission to access personal info
According to Pixalate’s analysis, there are 800k+ mobile apps across the Google and Apple app stores that are likely accessed by children under the age of 18, therefore may be subject to the UK Children’s Code. These “UK Children’s Apps” make up approximately 15% of all apps available for download across the Google and Apple app stores.
64% of UK-registered Children’s Apps in the Apple App Store request permission to access personal information.
68% of UK Children’s Apps are registered in unknown or undetermined countries.
96% of all open programmatic ad-supported Google & Apple UK Children’s Apps transmit GPS location or IP address with advertisers and/or data brokers in the ad bid stream, according to Pixalate.
What is the UK Children’s Code & Who is Subject to it?
The UK’s Age Appropriate Design Code (the Children’s Code”) sets out 15 standardsof age appropriate design reflecting a risk-based approach. The focus is on providing default settings which ensure that children have access to online services while minimizing data collection and use, by default.
The code applies to UK-based companies and non-UK companies that process the personal data of UK children. Pixalate interprets this in the context of advertising platforms and mobile apps to mean that any company that has UK children under 18 as a user is likely covered by the code.
Pixalate analyzed apps available for download via the Apple App Store and Google Play Store as of the last date of Q2 2022 (June 30).
Read the full UK Child Online Safety Report for Mobile: Google and Apple here.
To learn more about Pixalate’s methodology, please visit our website.
Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and OTT/CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and OTT/CTV advertising. www.pixalate.com
The content of this press release, and the Q2 2022 UK Child Online Safety Report for Mobile: Google and Apple Report (the “Report”), reflect Pixalate's opinions with respect to factors that Pixalate believes may be useful to the digital media industry. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees; and neither this press release nor the Report are intended to impugn the standing or reputation of any entity, person or app, but instead, to report findings and apparent trends pertaining to mobile apps from the Google and Apple app stores. Pixalate calculates estimated programmatic ad spend through proprietary statistical models that incorporate programmatic monthly active users (MAU), the average session duration per user, the average CPM for the category of a given app, and ad density.
Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”