YouTube and Google Face Accusations of Violating Children’s Privacy with Targeted Ads
YouTube and its parent company, Google, are under fire for allegedly violating children’s privacy with targeted advertisements. In a letter written by Republican Sen. Marsha Blackburn of Tennessee and Democratic Sen. Ed Markey of Massachusetts, they expressed concerns that the behavior of YouTube and Google may have impacted hundreds of thousands, if not millions, of children in the United States.
The senators argue that YouTube and Google should not profit from young people’s information without limits. They are calling for laws to protect young people’s privacy online and an end to targeted advertising aimed at kids and teenagers.
According to a recent report by The New York Times, YouTube is allegedly using channels that monitor children’s online activities to display targeted ads, despite promising to limit the collection of viewer data and to stop serving personalized advertisements on children’s videos.
Examples cited in the report include a recent ad campaign by Canadian bank BMO, which appeared on a Barbie-themed children’s video on the popular channel Kids Diana Show. Clicking on the ad directed users to BMO’s website, which embedded tracking software from tech giants like Google, Facebook, and Microsoft.
The report also uncovered other unsettling findings, such as over 300 advertisements for adult products appearing on nearly 100 YouTube videos labeled as made for kids. Additionally, some children’s channels were found to display ads with violent content. These discoveries have sparked debates about the appropriateness of certain advertisements on children’s content and have raised concerns about children’s online privacy.
This alleged practice potentially violates the Children’s Online Privacy Protection Act (COPPA), which requires online services targeted at children to obtain parental consent before collecting personal data from users under the age of 13, especially for targeted advertising purposes.
The iOS mobile app of YouTube reportedly generates and shares a unique ad tracking ID whenever a user interacts with an advertisement on a for kids channel. When users click on ads adjacent to such videos, YouTube allegedly opens a specialized in-app web view browser, establishing distinct ad targeting and tracker IDs.
A study conducted by Analytics indicates that this practice extends beyond the YouTube website, as even the mobile app appears to facilitate data exchange with ad personalization specialists.
Furthermore, Analytics identified approximately 313 brands advertising adult-oriented consumer products, such as cars and razors, on videos labeled as for kids. This occurs even when users are not signed into an account.
In response to the allegations, a Google spokesperson stated that previous reports by Analytics contained inaccuracies and misleading information. They emphasized that personalized advertising has never been allowed on YouTube Kids and that this rule was extended to cover all viewers of made for kids content, regardless of age.
Google’s representative argued that the conclusions lacked a well-informed basis and were primarily based on the presence of cookies. According to Google, cookies are commonly used for legitimate purposes, such as detecting fraudulent activities and managing ad frequency, in compliance with COPPA regulations.
The accusations against YouTube and Google have sparked a heated debate about the protection of children’s privacy online and the responsibility of tech companies when it comes to targeted advertising. As concerns grow, it remains to be seen how lawmakers and regulators will respond to ensure the privacy and safety of young internet users.
