MJ KidsAds in kids' games: what COPPA and the new rules say, and how to protect your child
Since April 2026, apps covered by COPPA need a separate parental consent before sharing a child's data for targeted ads. Here is what changed, what didn't and what you can do today.
In the United States, the Children's Online Privacy Protection Act (COPPA) protects children under 13. The FTC updated its COPPA rule in 2025, and since April 22, 2026, sites and apps covered by it must get a separate parental consent before sharing a child's personal information with third parties, including for targeted advertising.
It is a step forward, but it doesn't remove all advertising from free games. In this guide I sum up what changed, what still happens and what you can do at home today.
What COPPA is
COPPA is the US federal law that controls how websites, apps and online games collect personal information from children under 13. It applies to services aimed at children and to general services that know they are collecting data from kids. The Federal Trade Commission (FTC) enforces it.
Penalties are serious: FTC civil penalties for rule violations can exceed $50,000 per violation.
What changed with the updated COPPA rule
| Topic | What the updated rule says |
|---|---|
| Sharing for ads | Operators need a separate, verifiable parental consent before disclosing a child's personal information to third parties, including for targeted advertising. |
| When it applies | The changes were finalized in 2025 and companies had to comply by April 22, 2026. |
| Data retention | New limits on how long children's data can be kept. |
| Personal information | A broader definition of what counts as a child's personal information. |
In Europe and the UK, the game rating system PEGI is also changing: from June 2026, newly rated games with paid random items, such as loot boxes and card packs, get a PEGI 16 rating by default. A loot box is a mystery chest or pack bought with real money or game currency, where the child doesn't know what they will get.
What the rules don't solve on their own
COPPA is about children's personal data. It doesn't ban advertising in kids' games. A free game still has to make money, and many keep showing contextual ads, videos between levels and prompts to buy the paid version.
Before these updates, a University of Michigan study of 135 popular apps for kids ages 5 and under found advertising in 95% of them, including 88% of paid apps. Even with new rules, it pays to look closely. I tell how this affected my family in the post on why I built an ad-free game for kids.
How to tell if a game is right for your child
Play it yourself first, for 5 minutes, and answer:
- Did any ad show up, even for another game from the same company?
- Is there virtual currency, a chest, a mystery pack or a store inside the game?
- Can your child chat with other players or is there an invite to share?
- Does any button lead out of the game, to the store or a website?
- Can you set how long your child plays each day?
- Does the game ask for location, camera or microphone for no clear reason?
What to do at home today
- Turn on parental controls on the phone or tablet: Google Family Link on Android, Screen Time on iPhone and iPad.
- Block purchases without a password in the app store.
- Agree on screen time. The American Academy of Pediatrics recommends up to 1 hour a day of high-quality content for kids ages 2 to 5, and no screens under 18 months.
- Switch screens off before bed: at least an hour before bedtime.
- Choose fewer, better games. One good game you know beats ten free ones full of ads.
That's why I made the personalized video game with your child's name, with a built-in time limit and no ads at all.
How MJ Kids is built
The MJ Kids game and stories were made for children from day one:
- No ads, targeted or not.
- No purchases, no virtual currency and no loot boxes.
- No chat and no links out of the game.
- The time limit and night lock sit in a parents' area protected by a password.
- Play time and builds stay only on your family's device. Order details belong to the parents, who can ask for deletion at any time.
Details are in our privacy policy.
A kids' game built for kids from the start
With MJ Kids, your child is the hero of a game with no ads, no purchases and a time limit for parents. You get the link within 24 hours of sending the details.
- Zero ads and zero loot boxes
- Daily time limit and an option to close the game at night
- No chat and no links out of the game
- Game data stored only on your family's device
Frequently asked questions
When did the updated COPPA rule take effect?
The FTC finalized the changes in 2025, and companies had to comply by April 22, 2026.
Does COPPA ban all ads in kids' games?
No. It protects children's personal information: covered apps need separate parental consent before sharing it with third parties, including for targeted ads. Contextual ads can still show up in many games.
What is a loot box?
A surprise prize bought with real money or game currency without knowing what is inside. In Europe and the UK, PEGI rates newly classified games with paid random items PEGI 16 from June 2026.
How do I block purchases in games on my child's phone?
On Android, use Google Family Link and require a password for purchases in the Play Store. On iPhone and iPad, use Screen Time and block in-app purchases.
Does MJ Kids collect my child's data?
The game doesn't show ads or share data with advertisers. Play time and builds are stored only on the device. The order details are yours and can be deleted on request.
Sources
- Hunton: COPPA rule amendment compliance deadline approaches
- Orrick: FTC adjusts maximum civil penalty amounts for 2025
- Osborne Clarke: loot boxes get a 16+ age rating in Europe under PEGI overhaul
- University of Michigan: your kid's apps are crammed with ads
- CHOC: updated AAP recommendations for screen time
Junior's dad and creator of MJ Kids. He has worked in technology for over 30 years and makes games and stories where the child is the hero, with no ads.
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