User generated/social destinations like YouTube and TikTok have a problem with the composition of their audience: many are under 13. YouTube alone drives over 5.5 billion daily views, many by kids. Although YouTube’s ToS restricts anyone under 13, it publishes content that appeals to kids. To address this issue YouTube created YouTube Kids, a content destination for toddlers. More recently, YouTube imposed monetization rules on creators to discourage inappropriate video content deemed attractive to kids. While YouTube’s efforts are underwhelming, TikTok and other UGC platforms have done less. Kids are unprotected ● Content with adult themes and language ● Adult privacy rules and social tools ● Adult advertising superchannel: BIG kid UGC/social (6-12) ● Environment is secure and kid-appropriate ● Content is minimally modified and kid-safe ● Age-appropriate ads/sponsorship and commerce