Recently, Google and Meta have reportedly made a deal to create targeted ads specifically aimed at minor users. The issue arises when considering that both tech companies have previously stated that they do not target ads towards individuals under the age of 18. This alleged deal has caused controversy as it goes against Google’s own Ad-serving Protections for Teens policy, which explicitly states that ad personalization and certain ad categories are disabled for users under 18.
According to reports, Google utilized a target demographic labeled as “unknown” to bypass their policies regarding ad personalization towards minors. Although Google claims that this group refers to individuals whose age, gender, parental status, or household income is unidentified, the company reportedly had access to numerous data points on these users, including location, app downloads, and online activity. By turning off other age groups and focusing solely on the “unknown” category, which had a higher percentage of minors, Google was able to circumvent its own policies.
When confronted with these allegations, Google insisted that they strictly prohibit ads from being personalized to individuals under the age of 18 and assured that their technical safeguards were in place and functioning correctly. While the company did not deny using the “unknown” category, it expressed intentions to conduct an internal investigation into the matter. On the other hand, Meta stated that Google’s use of the “unknown” targeting option was available to all advertisers, indicating a potential loophole that may have been exploited.
The controversy surrounding Google and Meta’s deal for targeted ads towards minors raises significant ethical concerns. By creating ads specifically aimed at teenagers, these tech giants may be infringing upon the privacy and well-being of young users who are not legally capable of providing informed consent. Moreover, by exploiting loopholes in their own policies, these companies undermine the trust and credibility that users place in them to protect vulnerable demographics, such as minors.
The reported deal between Google and Meta to target ads towards minor users has sparked a debate regarding ethical practices and policies within the tech industry. It highlights the need for greater transparency, accountability, and oversight to ensure that the privacy and safety of users, especially minors, are adequately protected.
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