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Child online safety certification for advertisers to be available from 2027
A new training and certification scheme for brands and advertising agencies, supported by 5Rights, will launch in 2027 to promote responsible advertising practices and strengthen children’s online safety.
The European Association of Communications Agencies (EACA), in partnership with the Conscious Advertising Network (CAN) and supported by 5Rights, has announced a new training and certification scheme for brands and advertising agencies, set to launch in 2027.
The CAN Guidelines on Children’s Rights and Wellbeing, based on 5Rights’principles, provide a foundation for this initiative. It also builds on the partnership between 5Rights and EACA, which since 2025 aims to build awareness and commitment to responsible advertising practices among EACA’s more than 2,500 member agencies.
The programme aims to drive practical change in an industry that sits at the heart of the tech business model, which currently systemically exposes children to risk and harm. Platforms are incentivized to collect huge amounts of children’s data in large part to monetise it for targeted advertising, and to keep children on services as long as possible so as to serve more ads. 5Rights’ Pathways research exposed for example how child-targeted ads can appear next to harmful content, with brands unwittingly financing harm to children. The adverts children see can also expose them to age-inappropriate products and content, as well as commercial pressure. Advertisers are furthermore grappling with how to engage with consumers in an effective but ethical manner as the role of private influencers rises and AI chatbots increasingly mediate information.
Through in-depth, quality and tailored training for advertising professionals, combined with EACA-issued certification, the programme will promote best practice in advertising protocols and encourage advertisers to demand that platforms demonstrate strong child safety standards to secure their business. Transparency around adherence to robust standards will also support consumer trust.
The announcement was made at an Irish Presidency breakfast event at the European Parliament organised by EACA, CAN and 5Rights and hosted by MEP Nina Carberry. It followed a panel discussion on the proposed EU Kids Act and upcoming Digital Fairness together with senior representatives from the European Commission and an audience of MEPs, industry and civil society stakeholders.
Leanda Barrington-Leach, Executive Director at 5Rights Foundation, noted:
“Advertisers have a role to play in driving stronger child safety standards and making online spaces safer for children. The sector has a responsibility to ensure its professional practices and protocols reflect children’s rights and wellbeing. This initiative, which comes as we look towards robust regulatory standards in the EU Kids Act and Digital Fairness Act, is an important step towards ensuring the advertising industry is appreciated for its role in supporting consumer choice, rather than disparaged for underpinning tech exploitation of children.”
