In 2023, the Entertainment Software Rating Board, along with digital identity company Yoti and"youth marketing solutions" provider Superawesome, filed a proposal with the FTC for a new"verifiable parental consent mechanism" called
Unlike the ESRB rating system, which is voluntary, COPPA is legally binding, and breaking that law can be awfully expensive. In 2022, for instance, Epic Games agreed to pay aLive. So you can understand why companies might be eager to find a low-effort system that enables them to at least say,"Hey, we tried."
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