The recent deal between Google and Meta to create and display targeted ads for minor users has raised ethical concerns. Despite both companies claiming not to target ads at individuals under the age of 18, a report by the Financial Times suggests otherwise. The fact that Google bypassed its own Ad-serving Protections for Teens policy by using a target demographic labeled as “unknown” is troubling. This raises questions about the integrity of the companies involved and their commitment to protecting young users.
Google’s policy clearly states that it will disable ad personalization and restrict sensitive ad categories for users under the age of 18. By using the “unknown” category to target teenagers, Google violated its own guidelines. The company’s justification that “unknown” refers to people whose age, gender, parental status, or household income hasn’t been identified seems vague and misleading. The fact that Google had extensive data points on this group, including their location, app downloads, and online activity, suggests a deliberate attempt to target minors.
The report indicates that Google selectively turned off other age groups to focus exclusively on the “unknown” category, which had a higher proportion of minors. This manipulation of demographic data raises concerns about the company’s tactics and lack of transparency in advertising practices. The unnamed sources cited in the report suggest that this was a deliberate attempt by Google to exploit loopholes in its own system. This calls into question the integrity of the company and its commitment to ethical advertising practices.
Responses from Google and Meta
While Google denies targeting ads to individuals under 18, the company acknowledges using the “unknown” category for its marketing project. Google’s assertion that its technical safeguards worked properly in this instance is questionable, given the circumvention of its own policies. Meta’s statement that Google’s unknown targeting is available to all advertisers raises concerns about the broader implications of such practices. Both companies need to conduct thorough investigations into this matter and address any violations of their advertising policies.
The deal between Google and Meta to target ads at minor users raises serious ethical concerns. The use of the “unknown” category to bypass age restrictions and target teenagers is a clear violation of company policies. Both companies must be held accountable for their actions and take steps to ensure that such practices are not repeated in the future. The lack of transparency and questionable tactics employed in this marketing project underscore the need for greater scrutiny of targeted advertising practices targeting vulnerable populations.
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