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Children’s Safety on LEGO.com

The LEGO Group aims to foster kid’s creativity and learning, both with our toys and in the virtual playground that is LEGO.com. Our approach to play demands that we assume responsibility for the safety of our products, so we’re constantly updating some of the world’s strictest safety standards for our toys: standards that start in the earliest stages of a product’s development and reach beyond the point when the plaything is in kids’ hands. And we’re just as devoted to children’s well being when they’re in our online recreation area.

The internet offers extraordinary opportunities for youngsters to engage in inspiring interactions with people from all over the globe. The LEGO Group aims to harness that potential while recognizing the unique challenges inherent in developing web content for young audiences. Trusting and curious to explore, kids often have limited abilities to evaluate information or to recognize other people’s intentions. Youngsters also might be easily upset by web content that’s not designed for their sensibilities.

In order to promote a creative online climate while safeguarding our most vulnerable audience, the LEGO Group has developed internal Children’s Online Safety Guidelines. These protective practices govern all of our online activities and they specify that the LEGO Group will rigorously adhere to the policies of the Children’s Online Privacy Protection Act (COPPA). COPPA protects youngsters under 13 by regulating how information may be collected from them and enforcing strict limits on how that information can be used. COPPA’s legal codes also allow for the creation of self-regulation programs within industry groups.

The Children’s Advertising Review Unit (CARU) is the self-regulatory group to which LEGO.com is subject. CARU has established Self-Regulatory Guidelines for Children’s Advertising that account for kids’ unique impressionability. CARU also actively monitors advertising and online privacy practices regarding children, seeking voluntary change if a company’s advertising or privacy practices are found to be misleading, inaccurate or inconsistent with their Self-Regulatory Guidelines.

The LEGO Group’s diligence in adhering to COPPA and CARU policies has helped establish LEGO.com as a benchmark in safe online experiences for children, even as our website furnishes young fans from all over the world with inspiring opportunities to interact with each other and LEGO. Our virtual playground has an extraordinarily diverse and enthusiastic audience submitting around one million message board and gallery postings every year—and the numbers are growing. To ensure that LEGO.com’s youngest users can safely have meaningful conversations and share their incredible creations, one of our highly trained moderators personally reviews each and every submission to ensure that all user-submitted content complies with our Children’s Online Safety Guidelines.

Those Safety Guidelines strictly prohibit the posting of information that could personally identify a child, such as their photo, real name, e-mail address, phone number or physical location. We also aim to prevent kids from being exposed to web content that might make them feel anxious or frightened, so we rigorously regulate links to outside websites and our moderators disallow language or images that might seem threatening, obscene, or discriminatory.

It is the LEGO Group’s constant ambition to make LEGO.com an inclusive, fun and creative online destination: a place for LEGO fans of any age to safely take advantage of the internet’s unique opportunities to share in the LEGO experience. While our youngest fans may not even be aware that we’re looking after them in our virtual playground, parents have rightly come to expect these extraordinarily high safety standards from LEGO. Our company’s founder, Ole Kirk Christiansen, had a motto that says it all: “Only the best is good enough.”





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