In 2019, after an investigation by the American Federal Trade Commission (FTC), Google’s video streaming site YouTube, was fined $170 million for allegations it was collecting children’s personal data without their parents’ permission, allowing for personalised advertising to target those children. It is Google’s largest ever fine. In the USA children under the age of 13 are protected by federal law from having their personal information collected and shared.

YouTube claims that it is not for children under 13, (and has a separate app for under 13’s, YouTube Kids), however, it consistently ranks amongst the most popular brands for this age group. The FTC investigation showed that YouTube didn’t just know this, but used it to attract advertisers. Google compiles “identifiers” that follow viewers online, making an advertising profile that can follow them across the web. So not only does the YouTube site use personalised ads for children, it helps those personalised ads track them. For example, if a child were to watch an ad about a toy, advertisers could continue to show them ads about toys on other websites.

YouTube didn’t admit to any fault in the settlement, but will be making changes to their platform. The changes will attempt to better identify which content is targeted at children, and prevent that content from running personalised ads.

YouTube never admitted to wrong doing, so we are left asking, should they have to or are they doing their best to protect children? These changes will likely lead to less child friendly content on the platform, as it will be more difficult for creators to earn money from it. Where is the line between allowing the online platform to grow, and ensuring the safety of children?

This raises concerns for the way marketers can collect data, as they must ensure that they are not collecting data unlawfully, such as with children under 13 in the US. In the online sphere everyone is anonymous, which can make it hard to identify whose information you are collecting, including children who are unware of the implications of the data they give away. The rise in online viewing by children creates more opportunities for marketers, however it’s more difficult to do so in a safe and compliant environment, without unfairly targeting their vulnerabilities. If a large company like Google failed to ensure they were not unfairly targeting children, are companies with less resources able to ensure they use digital marketing fairly?

What does this mean for the future of digital marketing for children?

To read more about ethics in data collection read this.

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