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Dieter Carstensen: LEGO

Photo: Andreea M. Belu

Dieter Carstensen is the Head of Digital Child Safety at LEGO, Danish construction toy manufacturer. During the European Data Ethics Forum, Dieter spoke about LEGO’s active taken in order to protect children’s online privacy, but also the challenges arising with the implementation of GDPR. 

First, Dieter explained the reason behind LEGO taking an ethical approach towards the data they collect and handle. The reason is connected to the company’s wider scope – a Planet Promise – represented by continuous considerations around: “How do we leave the planet for the next generations? What kind of impact and what footprint do we generate?

The company made an active choice 5 years ago to reflect their responsible approach and commitment to protect children across the globe through company policy. In this respect, LEGO turned towards the at-the-time best solution: Children Online Privacy Protection Act (COPPA) in the US. This allowed children’s parents to express consent around children’s digital data collection.

Further, Dieter presented the LEGO Life app. The onboarding process was presented as reflecting the company’s commitment to protecting children’s online privacy: parents’ email registration confirmation as well as requirement for Anonymous Display Names.

Watch Dieter Carstensen’s full presentation here.

Watch the rest of European Data Ethics Forum talks here.