Google gross sales representatives allegedly suggested advertisers to focus on teenage customers on YouTube, seemingly in violation of the platform’s personal insurance policies prohibiting the concentrating on of minors.
Key particulars:
- Google reps reportedly advised a number of advert patrons to focus on the “unknown” class of YouTube customers, which doubtless contains teenagers.
- This exercise goes past the beforehand reported settlement between Google and Meta to focus on 13- to 17-year-olds on YouTube.
- Google introduced in 2021 that it might no longer allow advertisers to target users under 18 based mostly on age, gender or pursuits.
- Nevertheless, the “unknown” consumer class, the place demographic information isn’t recognized to Google, has been introduced as a method to probably attain teenage customers.
- One advert purchaser stated a Google rep steered concentrating on 16+ 12 months olds with “disposable revenue,” once more by utilizing the unknown class.
- One other purchaser stated a big leisure model finally satisfied Google to allow them to add their very own first-party information on teenagers to focus on on YouTube, regardless of the platform’s insurance policies.
Inadequate enforcement. This revelation raises severe considerations about Google’s enforcement of its personal insurance policies prohibiting the concentrating on of minors, particularly as laws just like the up to date Kids’s On-line Privateness Safety Act goals to additional limit internet marketing to youngsters.
Why we care. Whereas the temptation to entry hard-to-reach teenage audiences could also be sturdy, advertisers ought to be cautious about participating in any ways that skirt Google’s insurance policies or put minors in danger. The potential dangers, together with authorized repercussions, far outweigh any short-term promoting good points.
Google’s response. A Google spokesperson stated the corporate “strictly prohibits adverts being customized to individuals underneath 18” and will likely be taking motion to strengthen this with gross sales representatives. Nevertheless, the examples supplied by advert patrons counsel the corporate has not successfully prevented this follow.
The massive image. This incident underscores the continuing rigidity between the data-driven calls for of advertisers and the necessity to defend younger web customers from probably dangerous or exploitative promoting practices.
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In regards to the creator
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and extra.
In 2008, Anu’s profession began with
delivering digital advertising campaigns (principally however not completely Paid Search) by constructing methods, maximising ROI, automating repetitive processes and bringing effectivity from each a part of advertising departments by inspiring management each on company, consumer and advertising tech aspect.
Outdoors enhancing Search Engine Land article she is the founding father of PPC networking occasion – PPC Dwell, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She can also be a world speaker with among the phases she has introduced on being SMX (US), SMX (Munich), Pals of Search (Amsterdam), brightonSEO, The Advertising and marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Dwell, AdWorld Expertise (Bologna) and extra.
