It has recently come to light that Google and Meta have reportedly made a deal to create and display ads targeted at minor users. The collaboration involved Google working on a marketing project to develop ads for Meta’s Instagram platform that were specifically aimed at teenagers. This revelation is particularly concerning considering both companies have previously stated that they do not target ads to individuals under the age of 18.
According to a report by the Financial Times, Google and Meta’s deal involved using targeted ads on YouTube to bring minor users to Instagram. This practice, if indeed true, goes against Google’s own Ad-serving Protections for Teens policy, which prohibits ad personalization and restricts sensitive ad categories for users under 18. The report alleges that Google bypassed this policy by categorizing the target demographic as “unknown,” allowing them to gather vast amounts of data on these users.
Despite Google’s assertion that the “unknown” category refers to individuals whose demographic information has not been identified, the report suggests that the company had extensive information on these users, including location, app downloads, and online activity. By turning off other age groups and focusing solely on the “unknown” category, Google was able to target a higher proportion of minor users. This practice has been described as a way for Google to exploit loopholes in its internal system.
In response to the allegations, Google has maintained that it strictly prohibits the personalization of ads for individuals under the age of 18 and that its technical safeguards were in place to ensure compliance with this policy. The company did not explicitly deny using the “unknown” targeting category but stated that it would conduct its own investigation into the matter. Meta, on the other hand, defended Google’s use of the “unknown” category, claiming that this targeting option is available to all advertisers.
The reported deal between Google and Meta raises serious questions about their marketing practices and commitment to safeguarding the privacy and well-being of minor users. The use of targeted ads to reach teenagers on social media platforms underscores the need for greater transparency and accountability in the digital advertising industry. It remains to be seen how Google and Meta will address these allegations and whether regulatory authorities will intervene to ensure compliance with existing policies and regulations.
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