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Interesting comments by vek and faf. To be able to locate a child of 16 or less, all UK companies (like KidsOK) have to comply with the Home Office code of practice. We check the address the applicant gives against the credit card address and the census address to check they are who they say they are, then post the validation code to them before they can first use it. It is extremely difficult to abuse the system. Then the kid has to agree, once, to be located, and is reminded every month that they can be located and that they can turn it off. As for sales success, KidsOK is the first to be packaged up as a mass consumer product... available Boots, Bhs, Outfit, Millets, Blacks, The Link, soon Comet, WH Smith, Debenhams etc