Google sales representatives allegedly advised advertisers to target teenage users on YouTube, seemingly in violation of the platform’s own policies prohibiting the targeting of minors.
Key details:
- Google reps reportedly told several ad buyers to target the “unknown” category of YouTube users, which likely includes teens.
- This activity goes beyond the previously reported agreement between Google and Meta to target 13- to 17-year-olds on YouTube.
- Google announced in 2021 that it would no longer allow advertisers to target users under 18 based on age, gender or interests.
- However, the “unknown” user category, where demographic data is not known to Google, has been presented as a way to potentially reach teenage users.
- One ad buyer said a Google rep suggested targeting 16+ year olds with “disposable income,” again by using the unknown category.
- Another buyer said a large entertainment brand eventually convinced Google to let them upload their own first-party data on teens to target on YouTube, despite the platform’s policies.
Insufficient enforcement. This revelation raises serious concerns about Google’s enforcement of its own policies prohibiting the targeting of minors, especially as legislation like the updated Children’s Online Privacy Protection Act aims to further restrict online advertising to teenagers.
Why we care. While the temptation to access hard-to-reach teenage audiences may be strong, advertisers should be cautious about engaging in any tactics that skirt Google’s policies or put minors at risk. The potential risks, including legal repercussions, far outweigh any short-term advertising gains.
Google’s response. A Google spokesperson said the company “strictly prohibits ads being personalized to people under 18” and will be taking action to reinforce this with sales representatives. However, the examples provided by ad buyers suggest the company has not effectively prevented this practice.
The big picture. This incident underscores the ongoing tension between the data-driven demands of advertisers and the need to protect young internet users from potentially harmful or exploitative advertising practices.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.