Google’s collaboration with Meta to target young teens with ads has raised concerns about the companies‘ adherence to their own rules and regulations. According to the Financial Times, Google worked on a marketing project aimed at promoting Instagram to YouTube users between the ages of 13 and 17, despite having policies in place that prohibit age-based ad targeting for users under 18. The company reportedly exploited a loophole to bypass these restrictions and reach their desired demographic.
In order to circumvent the age-based ad targeting restrictions, Google decided to target a group of users labeled as „unknown.“ This group was proposed to Meta because Google had data indicating that a significant number of users under this label were under 18 years old. The company even went as far as to inform Meta that the daily engagement from 13 to 17-year-old users exceeded that of popular platforms like TikTok and Instagram. However, using this loophole goes against Google’s own policies, as it prohibits proxy targeting.
The collaboration between Meta, Google, and media agency Spark Foundry resulted in the launch of a marketing program in Canada between February and April. The success of the campaign led to a trial in the US in May, with plans to expand to other regions and include other Meta apps in the campaign. Despite the initial success of the project, Google ultimately decided to cancel it after being contacted by the Times.
Google stated that it strictly prohibits ads being personalized to individuals under the age of 18. The company claimed that its safeguards worked properly in this case because the ads did not directly target registered YouTube users known to be 18. However, Google did not explicitly deny using the loophole and only mentioned that it would take additional action to reinforce with sales representatives the importance of not assisting advertisers or agencies in running campaigns that attempt to bypass its policies.
The incident raises questions about the responsibility of tech companies in ensuring that their advertising practices comply with regulations and ethical standards. It also highlights the challenges of enforcing policies in a rapidly evolving digital landscape where loopholes can be exploited to reach specific demographics. As companies like Google and Meta continue to navigate the complexities of online advertising, it is crucial for them to prioritize transparency, accountability, and the protection of vulnerable user groups, especially minors.