In Short:
- Meta and Google targeted teenagers with Instagram ads on YouTube.
- This violated Google’s policy against advertising to users under 18.
- Google shut down the program after it was exposed.
A Controversial Collaboration
Tech giants Meta and Google are facing heavy criticism after a secretive advertising campaign was uncovered, which targeted teenagers on YouTube with Instagram ads. According to a report by the Financial Times, this campaign violated Google's own rules, sparking a significant backlash.
What Happened?
Meta and Google reportedly teamed up to run Instagram ads aimed at users aged 13 to 17 on YouTube. This collaboration went directly against Google’s advertising policies, which explicitly prohibit targeting users under 18 with personalized ads. The ads were shown to a group labeled as “unknown” in Google’s ad system, which usually represents users whose age, gender, or other demographic information is not identified.
However, Google was able to use data from app downloads and online activity to accurately guess that these “unknown” users were actually teenagers. This allowed both companies to bypass the strict ad restrictions Google introduced in 2021, which were designed to protect minors from targeted advertising.
The Role of Spark Foundry
The campaign was reportedly orchestrated with the help of Spark Foundry, a US-based advertising agency. Initially, the program was run in Canada and tested in the US in May. There were plans to expand it globally and potentially use it to promote other services like Facebook. The timing of this campaign was notable as it coincided with a decline in Google’s ad revenue and a shift in Meta’s younger user base to competitors like TikTok.
Google’s Response
Once the campaign was exposed, Google quickly launched an investigation and canceled the program. In a statement, Google emphasized, “We prohibit ads being personalized to people under 18, period.” The company also vowed to reinforce its policies with its sales teams to prevent any future violations.
Meta’s Recent Ad Policy Changes
In 2023, Meta made some changes to its ad system, including removing the option to target users under 18 by gender on Facebook and Instagram. The company stated that these updates were aimed at ensuring that teens only see ads that are appropriate for their age and relevant to the products and services available in their region.
The Bigger Picture
This incident raises serious concerns about the lengths to which tech companies might go to maintain their influence and advertising revenue, even if it means bending their own rules. As both Google and Meta deal with the fallout from this controversy, it’s a stark reminder of the need for transparency and strict ethical standards in digital advertising.