Sales representatives from Google have recently come under scrutiny for allegedly suggesting that advertisers target teenagers on YouTube, a practice that appears to violate the platform’s own policies. This revelation, brought to light by three ad buyers and documented evidence seen by ADWEEK, goes beyond the initial report by the Financial Times earlier this month.
According to the FT report, Google collaborated with Meta to target 13- to 17-year-old YouTube users with ads under the guise of a group labeled as „unknown,“ which Google knew skewed towards under-18-year-olds. However, ad buyers speaking to ADWEEK revealed that this activity extends beyond the Meta-Google arrangement highlighted by FT. While all buyers chose to remain anonymous due to the sensitive nature of the industry, their identities are known to ADWEEK.
In response to the controversy, Google announced in 2021 that it would no longer allow advertisers to target users under 18 based on age, gender, or interests. However, buyers can still target the „unknown“ category, where demographic information is not known to Google, as stated in a blog post. A Google spokesperson clarified that unknown users include individuals not signed into their accounts or those who have opted out of personalized advertising.
Despite Google’s claims, the FT article pointed out that Google possesses extensive data points that indicate the „unknown“ category includes younger users. This discrepancy raises concerns about the efficacy of Google’s safeguards against targeting minors.
Google maintains that targeting the unknown category is a strategy to broaden the reach of a campaign to a wider audience. A Google spokesperson reiterated the company’s strict prohibition on personalized ads for individuals under 18 and emphasized the enforcement of policies through technical measures. Google assured that additional actions would be taken to ensure sales representatives do not facilitate attempts to circumvent these policies.
In light of the FT report, Google sales representatives reportedly advised buyers that they could still target teens by focusing on the unknown user group. This contradictory guidance has left buyers questioning Google’s credibility as a reliable partner in adhering to advertising policies.
The issue of targeting teenagers on YouTube has raised concerns about compliance with regulations such as the Children’s Online Privacy Protection Act (COPPA). The potential risk of inadvertently reaching COPPA-protected children through the unknown user category underscores the need for stricter oversight and accountability in digital advertising practices.
As the debate surrounding teen targeting on YouTube continues, it is essential for advertisers, platforms, and regulatory bodies to collaborate in upholding ethical standards and safeguarding the interests of vulnerable audiences. Google’s commitment to reinforcing its policies and training sales representatives on responsible advertising practices will be crucial in restoring trust and transparency within the industry.