Meta and Google targeted users under 18 with Instagram ads published on YouTube

Meta and Google ran a secret campaign targeting 13- to 17-year-olds with Instagram ads on YouTube. Let us point out that with this move, Google violated its own rules against advertising to children. It was surprising that the company turned to the young target audience again after Instagram was negatively highlighted in the pages of the Wall Street Journal, focusing on young people in 2021.

How did the targeting occur?

According to information shared by the Financial Times, Google directed ads to a subset of users labeled “unknown” in its advertising systems. According to the statement of the broadcaster; The company thus tried to hide the group aimed at young people.

According to the information on the Google Ads help page; The term “unknown” is used to describe individuals whose demographic category, age, gender, parental status, or household income cannot be identified. By choosing this phrase, advertisers can reach a significantly larger audience.

The Financial Times states that Google may use app downloads and online activities to reach younger users with its “unknown” group. In 2021, the company introduced rules that prevent people under the age of 18 from targeting ads based on age, gender or interests, so it can ignore its own policies.

Spark Foundry’s role

According to allegations; Publicis subsidiary Spark Foundry worked with the companies. In this context, the agency focused on launching the illegal marketing campaign in Canada between February and April. Spark Foundry continued to test the program in the USA in May.

Considering everything that has happened in 2021, it is surprising that Meta is a part of this campaign. Frances Haugen, who worked within the company in 2021, reported an internal investigation to the press, MPs and legislators. It leaked. Haugen claimed that Instagram harmed young girls and that the company continued its Instagram Kids project even though it knew this. Although Facebook denied the allegations, in a short time Adam Mosseri announced that it had prepared a website for children under the age of 13. They stopped working on the Instagram Kids application explained. We can say that the company, which is trying to compete with TikTok, has been trying to find new ways for itself from past to present.

According to the information shared, Google launched an investigation into the allegations. Also, the campaign is currently cancelled. Google stated the following in its statement to the publication:

“We prohibit personalization of ads to those under 18, period. We will also take additional action to reinforce to sales representatives that they should not help advertisers or agencies run campaigns that attempt to circumvent our policies.”