Unfulfilled Promises of Child Safety and Privacy: Portrayals and Use of Children in Smart Home Marketing

Abstract

Smart home technologies are making their way into families. Parents' and children's shared use of smart home technologies has received growing attention in CSCW and related research communities. Families and children are also frequently featured as target audiences in smart home product marketing. However, there is limited knowledge of how exactly children and family interactions are portrayed in smart home product marketing, and to what extent those portrayals align with the actual consideration of children and families in product features and resources for child safety and privacy. We conducted a content analysis of product websites and online resources of 102 smart home products, as these materials constitute a main marketing channel and information source about products for consumers. We found that despite featuring children in smart home marketing, most analyzed product websites did not mention child safety features and lacked sufficient information on how children's data is collected and used. Specifically, our findings highlight misalignments in three aspects: (1) children are depicted as users of smart home products but there are insufficient child-friendly product features; (2) harmonious child-product co-presence is portrayed but potential child safety issues are neglected; and (3) children are shown as the subject of monitoring and datafication but there is limited information on child data collection and use. We discuss how parent-child relationships and parenting may be negatively impacted by such marketing depictions, and we provide design and policy recommendations for better incorporating child safety and privacy considerations into smart home products.