by Nisa Islam Muhammad
Staff Writer

WASHINGTON, D.C.�The lure of a free gift can entice children to reveal personal family information on the Web, according to a May 16 report released by the Annenberg Public Policy Center.

The study, titled "The Internet and the Family 2000," found that while 96 percent of parents and 79 percent of teenagers agree that children should have to get their parent�s permission before giving out information online, many children say it is Ok to do so when offered a gift.

"While children seem to share their parent�s concern about online privacy, many kids are nevertheless willing to give out sensitive information with the enticement of a free gift," said Joseph Turow, professor at the University of Pennsylvania�s Annenberg School for Communication and author of the report.

In March, the National School Board Foundation released a report, "Safe and Smart Kids on the Net," which gave schools and families guidelines on how to teach children to use the Internet safely.

The guidelines recommend developing a plan to educate children about safe and responsible Internet use which includes putting computers in rooms that are shared so someone can always see what they are doing, teaching them not to give out personal information of any kind and participating in an online safety program.

In the report, "Internet and the Family 2000,�� children ages 13-17 are more likely to say it is Ok to give out sensitive information and boys are more likely than girls to say it is ok to give out sensitive information in exchange for a free gift.

When promised a gift: Almost two out of three children (65 percent) are willing to give out the name of their favorite stores.

Over half (54 percent) of children are willing to give out the names of their parents� favorite stores.

Forty-four percent of children are willing to give out the type of car the family drives.

More than one-in-three (39 percent) children are willing to give out the amount of their allowance, whether their parents talk a lot about politics and what they can do on the weekend.

More than one-in-four (26 percent) children are willing to give out information about what their parents do on weekends.

Children may think this information is harmless to reveal, but in the wrong hands enough of this seemingly innocent data can lead a predator right to your door.

"Simple discussions between parents and the children won�t cut it when it comes to kids revealing private information on the web," said Mr. Turow. "Parents need to better understand the web�s ability to track information and kids need to be engaged in serious discussions with their parents."

He recommends that web sites aimed at pre-teens (10-12-year- olds) and teens be prohibited from offering free gifts, including prizes through sweepstakes, if those gifts are tied in direct or indirect ways to the youngster�s disclosure of information.

"For marketers, information about teens is an increasingly valuable commodity. We must create a system that protects youngsters� privacy interests while at the same time enables them to enjoy the full benefits of the Web," said Mr. Turow.

The report recommends the following:

Don�t take for granted that traditional cautions such as "don�t give out your name" or "don�t talk to strangers" will be enough for the Web.

Community groups, libraries, schools, state and Federal agencies should work together on campaigns aimed at making information privacy a hot family topic.