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 consists of 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 will not enable advertisers to focus on customers below 18 based mostly on age, gender or pursuits.
- Nonetheless, the “unknown” consumer class, the place demographic knowledge shouldn’t be identified to Google, has been offered as a option to probably attain teenage customers.
- One advert purchaser stated a Google rep prompt concentrating on 16+ 12 months olds with “disposable income,” once more through the use of the unknown class.
- One other purchaser stated a big leisure model finally satisfied Google to allow them to add their very own first-party knowledge 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 robust, advertisers ought to be cautious about partaking in any techniques that skirt Google’s insurance policies or put minors in danger. The potential dangers, together with authorized repercussions, far outweigh any short-term promoting beneficial properties.
Google’s response. A Google spokesperson stated the corporate “strictly prohibits ads being personalized to people under 18” and might be taking motion to bolster this with gross sales representatives. Nonetheless, the examples offered by advert patrons recommend the corporate has not successfully prevented this observe.
The massive image. This incident underscores the continued 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 (largely however not solely Paid Search) by constructing methods, maximising ROI, automating repetitive processes and bringing effectivity from each a part of advertising departments via inspiring management each on company, shopper and advertising tech aspect.
Exterior modifying 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 global speaker with among the phases she has offered on being SMX (US), SMX (Munich), Mates of Search (Amsterdam), brightonSEO, The Advertising and marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Dwell, AdWorld Expertise (Bologna) and extra.
