The ripple effects of stricter privacy rules for kids

Tougher federal rules restricting advertisers and marketers from tracking and targeting children online take effect today, with both positive -- and potentially negative -- results predicted.

The divergent viewpoints are no surprise. It took the Federal Trade Commission four years to take input from a wide spectrum of child safety advocates calling for an update to the 1998 Children's Online Privacy Protection Act, or COPPA. Staunch opposition to any new regulations came from tech companies, online advertisers and giant corporations who derive billions in profits from the brave new world of tracking kids online to sell to them. Some are hailing the new privacy rules as an important, positive milestone. Others contend the FTC's move will stifle the growth of appropriate online products and services aimed at children.