YouTube is breaking laws by displaying adult ads in children's content
According to research by the ad quality transparency company Adalytics, YouTube placed adult-targeted ads next to around 100 films that were certified OK for kids. According to reports, several of these advertisements had adult content, like medical injuries.
According to the study, YouTube showed advertisements for over 300 firms on channels with Made for Kids-rated content, even while the sponsor was in some cases clearly going after an adult audience.
Adalytics has shown that websites with adverts transmit cookies to their devices, which can also provide ads that are specifically targeted towards minors.
According to Adalytics, Google's standards prohibit the use of third-party trackers in advertising on made-for-kids material and the collection of personal data without a parent's consent.
In a comment posted on Google's website, Dan Taylor, vice president of worldwide advertising at Google, echoes this stance and labels the Adalytics research as "deeply wrong."
According to Taylor, "We do not permit the use of third party trackers in ads shown through Made for Kids content on YouTube." This article makes the erroneous notion that cookies are a sign of privacy breaches. The report does not provide evidence to the contrary; it is the case.
Ed Markey and Marsha Blackburn, two senators, were interested in the research conducted by Adalytics. The two lawmakers requested the FTC to investigate the claims made by Adalytics in a letter to Lena Khan, the head of the commission, stressing that Google may have flagrantly broken both 2019 FTC agreements and the Children's Online Privacy Protection Act.
In order to resolve complaints from the Federal Trade Commission that it had improperly gathered personal data from children in order to generate money by advertising to them, Google agreed to pay a $170 million fine in 2019.
Online platforms must obtain parental consent from users under the age of 13 in order to gather their data, according to the Children's Online Privacy Protection Act.
The study has an impact on marketers as well, and several well-known businesses, like IPG Mediabrands, have advised clients to suspend YouTube commercials.
Given that Google has also disputed this research, it is under fire for a previous Adalytics report that claimed it had mislead advertisers on the placement of video advertising.
According to a report by Ad Age, at least one advertising agency said that Google had refunded some customers because of inconsistencies. Google executives said that this practice was widespread and that reimbursements were a standard part of developing relationships with advertisers.
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