The recent report of Google and Meta striking a deal to create and display ads targeted at minor users has raised eyebrows and sparked controversy. Both tech giants have previously claimed that they do not target ads towards users under the age of 18. However, according to a report by the Financial Times, Google worked on a marketing project to develop ads for Meta’s Instagram platform aimed at individuals between the ages of 13 and 17.
The report further states that Google bypassed its own policy, known as Ad-serving Protections for Teens, by categorizing the target demographic as “unknown”. Despite Google’s policy stating that ad personalization is disabled for users under the age of 18, the company allegedly had thousands of data points on this category of users, including location, app downloads, and online activity. This allowed them to confidently identify younger users within the “unknown” group and tailor ads specifically to them.
Unnamed sources revealed that Google disabled other age groups, so the only demographic data used was from the “unknown” group, which had a higher proportion of minors. This method was seen as a way for Google to manipulate its internal system and target ads to underage users, contrary to its own policies. While Google stated that their safeguards worked properly in this instance, they did not deny using the “unknown” category and promised to conduct an investigation into the matter.
Meta, on the other hand, responded by stating that Google’s use of the “unknown” targeting option is available to all advertisers. This implies that Meta was aware of the controversial targeting practices and allowed them to continue. The collaboration between Google and Meta on this project raises questions about the ethics and responsibility of tech companies in protecting underage users from targeted advertising.
Google and Meta’s deal to target ads at minors highlights the need for stricter regulations and enforcement in the tech industry. The reported actions of Google in bypassing its own policies to reach a younger audience cast doubt on the company’s commitment to user privacy and protection. This controversy serves as a reminder of the power that tech giants wield in shaping online experiences and the importance of holding them accountable for their actions.
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