This study discusses privacy risk factors when commercial web sites target primary school children in Korea. Specifically, the authors examined types of personal information required for membership subscriptions and whether privacy policies at commercial sites for children abide by privacy guidelines. A total of 159 commercial sites targeting children were selected for content analysis. The findings showed that most sites provided a mailing service for children. Critical problems in parental consent procedures also were found. Privacy policies at sites frequently omitted important principles, such as the specific purpose for the information being collected or protection of personal information. The study concluded with general suggestions to protect child privacy for online marketers targeting children and for parents.