Google sales representatives apparently instructed advertisers to target underage YouTube subscribers, seemingly in contravention of the platform’s own policies forbidding minor targeting.
Key Details:
Google representatives apparently advised numerous ad buyers to target the “unknown” group of YouTube users, which most certainly includes teenagers.
This action extends beyond Google and Meta’s previously revealed agreement to target 13- to 17-year-olds on YouTube.
Google said in 2021 that marketers would no longer be able to target individuals under 18 based on age, gender, or hobbies.
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However, the “unknown” user category, in which Google does not have demographic information, has been touted as a potential strategy to attract teenage consumers.
One ad buyer reported that a Google representative suggested targeting 16+ year olds with “disposable income,” again utilizing the unknown category.
Another bidder stated that a huge entertainment company eventually persuaded Google to let them to upload their own first-party data on minors to target on YouTube, despite the platform’s regulations.
Insufficient enforcement. This disclosure raises major questions about Google’s implementation of its own policies forbidding the targeting of minors, especially given that legislation such as the revised Children’s Online Privacy Protection Act attempts to further restrict online advertising to teenagers.
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While the urge to reach hard-to-reach young audiences is enormous, advertisers should be wary of using any strategies that violate Google’s regulations or endanger minors. The possible risks, including legal ramifications, outweigh any short-term promotional benefits.
A Google official stated that the business “strictly prohibits ads being personalized to people under 18” and will take steps to reinforce this with sales representatives. However, the instances offered by ad purchasers indicate that the corporation has not successfully prevented this activity.
This instance highlights the persistent tension between advertisers’ data-driven expectations and the need to safeguard adolescent internet users from potentially hazardous or exploitative advertising techniques.
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