During the week, Adweek issued a report that Google salespeople have been assisting clients on how to reach teenagers online, while Google does not allow targeting users under 18 years of age, gender or interests. Conversely, in one incident, three anonymous ad buyers spoke to Adweek and claimed that Google recommended the use of some “unknown” group of people that could be teenagers. These are users for whom Google has been said to be unable to establish other particulars, including age, sex, parenthood, or household income.
Why is this such a big deal?
Google has a clear stance on this issue: they exclude even basic targeting options like age, gender, and interests of any person below the minimum required age of 18. And they back this up with technical measures that are supposed to ensure that such advertisement does not go unnoticed. But if what such ad buyers are saying is true, then one can only imagine that some Google reps could be giving the back door, very unethical which is even worse especially with COPPA(Children’s Online Privacy Protection Act)
As for COPPA, it might be compared to a stopper which does not allow tracking and sharing of children’s information on the Internet without the parent’s agreement if the child is under thirteen years of age. But, there is the prospect that a new version of this law may apply to all kids under the age of 17, and hence it will make playgrounds even more safer.
The Reps’ Response
Google for instance has strongly refuted any implication of them engaging in such wrongdoings. A person named Jacel Booth was quoted to have said that Google “has it as a policy that ads cannot target people under the age of 18—period. ” Further, they stated that they would be taking more measures to ensure that their sales personnel remember this policy.
That said, knowing that not one but several ad buyers from different agencies have revealed such tactics, it is questionable enough. Even an ad buyer said that they were “stunned” by how specifically an employee of Google recommended using such a section to target teens.
The Bigger Picture
This is not the first time Google has faced criticisms over its advertisement policies and procedures. Another similar case was covered by the Financial Times, so it seems that the problem is not unique, which increases its significance. That is why if more such stories are to appear in the future, things may become tough for Google, and with stricter laws being introduced now, Google could be in serious trouble.
For now, it remains to watch how Google tackles this issue and what measures they are going to take to satisfy advertisers and, at the same time, protect children from potential harm. If the above allegations are to be correct, it suggests that some salespersons will always find it desirable to reach the Youth, no matter the intentions and policies that have been put in place.
Final Thoughts
As ads can be compared to the billboards of the internet, it is highly important that companies like Google abide by the rules they have set. Still, rules are not created for fun, they are there for a purpose – to shield inexperienced and potentially susceptible groups like teenagers from advertisements that may prove detrimental to their well-being.
So, next time you’re online and you see an ad that feels a little too close for comfort, just remember: It is, however, important to understand that not everything is what it seems in the world of online advertising.
