Google and Meta at the centre of the scandal: Secret advertising agreement for teenagers

The daylight saw the secret agreement of Google and Meta to direct Instagram ads to teenagers on YouTube. According to the Financial Times, both companies deliberately circumvented their own rules of protection for minors online.

Advertising run for minors

According to the papers obtained by the Financial Times, Instagram's advertising run was targeted at a group of users identified in Google as “unknown”. Although Google was aware that this category included people under the age of 18, advertisements were inactive displayed. This action violated Google rules that prohibit the personalization of advertisements and their targeting to minors on the basis of demographic data.

Conscious action in hiding

The papers propose that Meta and Google took conscious steps to hide the actual campaign's intent from wider public opinion. Moreover, these actions took place at a time erstwhile Mark Zuckerberg, CEO of Meta, apologized to the U.S. legislature for erstwhile kid protection abuses on Facebook platforms.

Cooperation with Spark Foundry

Initially, cooperation between Google and Meta, supported by Spark Foundry, an American subsidiary of Publicis, was tested in Canada from February to April of this year. Following the success of this pilot program, the run was moved to the United States in May, and companies planned to further grow to global markets, including another applications by Meta, specified as Facebook.

Google and Meta reactions

Following the disclosure of the case by the Financial Times, Google initiated an interior investigation and yet cancelled a controversial project. The company emphasized that "we prohibit the personalization of advertisements for people under 18, period". Google besides added that it intends to take additional steps to remind its sales representatives of the request to comply with these rules. The Meta, on the another hand, denied that the choice of ‘unknown’ customers was a personalisation of advertising or an effort to circumvent the rules. The company maintains that it respects both its own and external regulations while promoting its services.

No comment from Spark Foundry

Despite repeated attempts to contact the Financial Times, Spark Foundry did not respond to requests for comment on the matter.

Conclusion

The scandal related to the secret agreement between Google and Meta highlights increasing concerns about the protection of minors on the net and ethics in the advertising industry. Although both companies claim to adhere to their principles, the leaked papers propose otherwise. This case shows how crucial it is for technology companies to be transparent and liable in their activities, especially erstwhile it comes to protecting children.

Daniel Głogowski

Expert in his field – Publicist, author and social activist. The first articles were published in 1999 for global publishers. For more than 30 years, he has gained his experience through cooperation with the largest editorial offices. In his articles, he seeks to address controversial topics and present first viewpoints that allowed for a deeper knowing of the issues discussed.