EU Investigates Google-Meta Ad Deal Targeting Minors

The European Union is intensifying its scrutiny of Google over a previously undisclosed advertising collaboration with Meta, Instagram’s parent company. The inquiry centers on a now-defunct campaign targeting teenagers aged 13 to 17, which reportedly circumvented Google’s own privacy policies for minors.

Details of the Secretive Ad Partnership

The controversial partnership, first exposed by the Financial Times in August, was designed to promote Instagram to YouTube's teen audience. While initially operational in the United States, there were plans for a global expansion before the project was ultimately terminated, according to the Financial Times.

EU Regulators Demand Answers

Despite the campaign's discontinuation, European regulators are actively investigating the arrangement. The European Commission has compiled detailed information about the collaboration and forwarded it to regulatory agencies tasked with deciding potential actions.

In October, Commission officials instructed Alphabet, Google’s parent company, to gather a range of documents related to the campaign. This included internal communications, presentations, data, and emails, to provide a clearer picture of how the advertising initiative was conducted.

Policy Violations Under Scrutiny

The partnership allegedly bypassed Google’s strict advertising policies, which prohibit targeting individuals under 18 based on their age, gender, or interests. Regulators are assessing whether the deal breached EU privacy laws and if further action is warranted.

What’s Next?

As regulators delve deeper into this case, it underscores the growing focus on protecting minors’ privacy in the digital advertising landscape. Both Google and Meta may face increased regulatory pressure as authorities examine the implications of the collaboration.

Stay updated as the EU’s investigation unfolds, potentially setting new precedents for online advertising practices and privacy protection for minors.

(Sources: investing.com, ft.com)