From ads to upgrades, EdTech targets and manipulates kids commercially for massive profit.

Targeted ads. Advertising to children and teenagers is a multibillion-dollar industry. Information collected about students through the applications and devices they use in connection with their education is used to fuel the behavioral advertising marketplace, including with forms of digital marketing such as sponsored content, influencers, data collection, persuasive design, and personalized behavioral marketing driven by machine learning.

Doctors weigh in. The July 2020 Policy Statement from the American Academy of Pediatrics, Digital Advertising to Children, describes these practices as the “datafication of children.” It explains that exposure to behavioral advertising is associated with a range of unhealthy behaviors, including:

• intake of high-calorie, low-nutrient food and beverages;
• use of tobacco products and electronic cigarettes;
• use of alcohol and marijuana; and
• indoor tanning.

The practice of tracking and using children’s digital behavior, including information collected about them through school-mandated platforms or school-issued devices, contributes to health disparities among children, especially those of vulnerable populations.

The cost of “free.” Many EdTech products are built on the “freemium” software model. These programs are typically are free to download and use and are marketed to teachers or directly to students. After a period of free use, the programs employ various techniques to extract money from its users, such as the following:

• Start charging users a fee for platform or functionality that was initially free.
• Include in-app purchases for premium features that appeal to children, like upgraded tools, unlocked levels, and virtual rewards.
• Sell advertising on the platform.
• Directly sell student or teacher information to third parties for use in targeted advertising.

Tactics like these have helped fuel EdTech into an industry worth more than $100 billion.