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Verifiable Parental Consent (VPC) Failures under COPPA in Mobile Apps - Q2 2025

Pixalate’s Q2 2025 Verifiable Parental Consent (VPC) Failures under COPPA in Mobile Apps Report exclusively examines mobile apps on the Apple App Store and Google Play Store that are registered in the U.S. and likely aimed at children under 13 (i.e., Child-Directed) but do not collect Verifiable Parental Consent (VPC), potentially violating the Children’s Online Privacy Protection Act (COPPA).

Download the report for free today and you will also get access to the list of 1,136 Google Play Store and Apple App Store-hosted, ad-enabled mobile apps that are likely violating COPPA by not obtaining VPC.

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According to our analysis, 99% of these apps were risking non-compliance under COPPA, due to a failure of obtaining VPC as per Pixalate’s Trust & Safety Advisory Board’s review. From these identified apps, Pixalate further detected and measured that:

  • 34% were sharing Location information in the ad bidstream;
  • 40% were sharing Device ID in the ad bidstream;
  • 42% were sharing IP address in the ad bidstream;
  • 31% were sharing all of the above-mentioned three identifiers of personal information in the ad bidstream

(According to Pixalate’s data)

Discover the latest insights from Pixalate as well as the list of apps today

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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.”

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