Google has found itself in hot water over reports that its sales representatives advised advertisers to target teenage users on YouTube. This seems to go against YouTube’s own rules about not targeting ads to kids under 18.
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What’s Going On?
Several ad buyers say Google reps told them to target the “unknown” category of YouTube users. This group likely includes teens. In 2021, Google said it wouldn’t let advertisers target users under 18 based on age, gender, or interests. But it looks like the “unknown” category has been used as a workaround.
Some Surprising Examples:
- One ad buyer said a Google rep suggested targeting 16+ year olds with “spending money” using the unknown category.
- Another buyer said a big entertainment company got Google to let them use their data on teens for YouTube ads.
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Why This Matters
This news is concerning because it suggests Google isn’t enforcing its own rules about protecting minors from targeted ads. It’s especially important as new laws aim to limit online advertising to teenagers.
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Google’s Side of the Story
A Google spokesperson said they “strictly prohibit ads being personalized to people under 18” and will remind their sales team about this rule. But the examples from ad buyers show this might not be happening in practice.
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The Bigger Picture
This situation shows the ongoing struggle between advertisers wanting to reach specific audiences and the need to protect young internet users from potentially harmful ads.
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What Advertisers Should Know
While it might be tempting to try and reach teenage audiences, advertisers should be careful about using tactics that bend Google’s rules or put minors at risk. The potential problems, including legal issues, are much bigger than any short-term advertising gains.
