The new rules prohibit websites and apps from targeting behavioral ads at visitors with ages under 13 without parental consent.
"The Commission takes seriously its mandate to protect children's online privacy in this ever-changing technological landscape," said FTC Chairman Jon Leibowitz. "I am confident that the amendments to the COPPA Rule strike the right balance between protecting innovation that will provide rich and engaging content for children, and ensuring that parents are informed and involved in their children's online activities."
The FTC originally began its review of COPPA, which was passed in 1998, already in 2010. The agency said that the new rules reflect "evolving technology and changes in the way children use and access the Internet" as well as "careful consideration of the entire record of the rulemaking".
Included in the COPPA changes are information that relates to geolocation information, photographs, and videos as well as "reasonable procedures for data retention and deletion".