Watchdog warns parents after Intertoys contest prompts posting of family contact details

The Dutch Data Protection Authority (AP) is warning parents about widespread sharing of children’s photos and personal contact details in an Intertoys Sinterklaas promotion, saying the toy retailer’s online sweepstakes has unintentionally created a breeding ground for data thieves, Omroep West reported. The campaign encourages families to post wish lists publicly on social media under the hashtag #winjelijstje for a chance to win expensive gifts, such as a Nintendo Switch 2 worth more than 400 euros.

Participating is staright-forward. Parents download a sample wish list from the Intertoys website, cut out items from the annual toy catalog, paste them onto the list, and post a photo online with the hashtag. Under that tag on Instagram, countless images show young children and toddlers posing next to cardboard wish lists covered with cut-out toys they hope to win. Many posts also include personal information shared by parents, such as phone numbers, email addresses and the cities where families live — details the AP says can easily be exploited by criminals.

The AP advises parents to be cautious when posting children’s photos online, “because these photos can be used by third parties for all sorts of purposes, without your control.” The authority also urges parents not to share contact information connected to children, “because this makes them vulnerable to malicious individuals who may try to contact children.”

The AP acknowledges that a holiday promotion in which children can win toys is understandable. However, it says, “the AP assumes that the data Intertoys receives from parents about children is used solely for this promotion.”

Intertoys told Omroep West it “certainly does not want to encourage” parents to post wish lists containing personal contact details. “Filling in the details is therefore not required to participate, especially for digital submissions,” the retailer said.

The company added that while it cannot prevent every case or monitor every public post, it tries to alert participants privately when it notices personal data and will take those images offline. “We assume that parents handle sharing sensitive information on public channels carefully and are aware of these risks,” Intertoys said.

After questions from Omroep West, the retailer said it will tighten communication about Instagram submissions. “It remains important that adults handle sharing personal data on social media consciously.”