A recent report suggests that Google and Meta were involved in a project to create ads specifically aimed at minors on YouTube for promoting Meta’s Instagram. According to the Financial Times, the collaboration was intended to attract users aged 13 to 17 to Instagram through targeted advertisements. This development is notable given that both companies have publicly stated that they do not target ads at users under 18.
The report indicates that Google might have violated its own policy, which restricts ad personalization for users under 18. Instead of directly targeting minors, Google reportedly used a demographic category labeled “unknown,” which includes users whose specific age, gender, or other details have not been identified. Despite the label, Google is said to have used this data to identify younger users within this group.
Google has defended its practices, asserting that it prohibits personalized ads for individuals under 18 and that its safeguards against such targeting were effective. The company stated it would investigate the claims. Meanwhile, Meta has indicated that Google’s “unknown” targeting option is available to all advertisers and emphasized its adherence to principles regarding marketing to teenagers on other platforms.
