Google encouraged advertisers to target teens on YouTube

Google sales representatives reportedly advised advertisers to target teenage users on YouTube, apparently in violation of the platform’s policies prohibiting targeting minors.

Key details:

• Google representatives reportedly asked several ad buyers to target the “unknown” category of YouTube users, which likely includes teenagers.
• This activity goes beyond Google’s previously reported deal with Meta to target 13-17 year olds on YouTube.
• Google announced in 2021 that it would no longer allow advertisers to target users under 18 based on their age, gender, or interests.
• However, the “unknown” user category, where demographics are not known to Google, was touted as a way to potentially reach teenage users.
• An ad buyer said a Google representative suggested targeting those 16 and older with “disposable income”, again using the unknown category.
• Another buyer said a major entertainment brand finally convinced Google to allow it to upload its own first-party data on teens in order to target them on YouTube, despite the platform’s policies.

Insufficient application. This revelation raises serious concerns about Google’s enforcement of its own policies prohibiting the targeting of minors, especially as legislation such as the updated Children’s Online Privacy Protection Act aims to further restrict online advertising to teenagers.

Why we care. While the temptation to tap into a hard-to-reach teen audience can be strong, advertisers should be careful before engaging in tactics that circumvent Google policies or put minors at risk. The potential risks, including legal repercussions, far outweigh short-term advertising gains.

Google’s answer. A Google spokesperson said the company “strictly prohibits personalization of ads to anyone under the age of 18” and will take steps to enforce this ban with sales representatives. However, examples provided by ad buyers suggest that the company has not effectively prevented this practice.

The big picture. This incident highlights the ongoing tension between advertisers’ data-driven demands and the need to protect young internet users from potentially harmful or exploitative advertising practices.