Meta and Google have reportedly made a secret deal to target 13 to 17-year-olds with Instagram ads on YouTube, breaking the search giant’s rules against advertising to children, according to the Financial Times. The Instagram campaign „deliberately targeted a group of users labelled as ‚unknown‘ in its advertising system,“ as reported by Financial Times. This revelation sheds light on the lengths to which companies may go to reach younger audiences, even if it means bending or breaking rules.
According to Financial Times, Google knew that the „unknown“ demographic category skewed towards under-18s, and steps were taken to disguise the true intent of the campaign. This raises concerns about the ethics and transparency of targeted advertising, especially when it comes to minors who may be more vulnerable to marketing tactics.
The pilot marketing programme was reportedly first launched in Canada and then trialed in the US, with Spark Foundry, a subsidiary of French advertising giant Publicis, being involved in the project. The fact that such a prominent company was part of this campaign highlights the widespread nature of targeted advertising and the lengths to which companies may go to reach specific demographics.
Google has reportedly initiated an investigation into the allegations, and the project has been cancelled. However, the fact that such a campaign was even considered and executed raises questions about the oversight and accountability of tech giants when it comes to advertising practices.
In response to the allegations, Google stated that it prohibits ads from being personalized to people under 18 and confirmed that no registered YouTube users known to be under 18 were directly targeted. On the other hand, Meta defended its marketing to young people as a way for them to connect with friends, find community, and discover their interests. This highlights the differing approaches of tech companies when it comes to targeting younger audiences.
This news comes on the heels of a US judge ruling that Google has violated antitrust law by creating an illegal monopoly and becoming the world’s default search engine. The judge’s ruling emphasized Google’s control of about 90% of the online search market and 95% on smartphones, as well as its tactics of paying other companies to ensure its dominance.
In conclusion, the secret deal between Meta and Google to target teenagers with Instagram ads on YouTube raises important questions about the ethics of targeted advertising, especially when it comes to minors. The involvement of a major advertising agency and the subsequent investigation by Google underscore the need for greater transparency and accountability in the digital advertising industry.