Recent reports have uncovered a secretive deal between tech giants Google and Meta (the parent company of Facebook and Instagram) to target teenagers on YouTube with Instagram advertising.
This partnership, which skirted Google’s own policies meant to protect minors online, highlights the lengths these companies will go to maintain their grip on younger audiences.
Alarming details of the Google x Meta partnership
The details, as reported by The Financial Times, are quite alarming. According to internal documents and interviews, Google worked with Meta on a marketing campaign designed to reach 13- to 17-year-old YouTube users with ads promoting Instagram. This project deliberately targeted a group of “unknown” users in Google’s advertising system – a category the company knew was disproportionately composed of minors.
This move clearly disregarded Google’s own rules prohibiting the personalization and targeting of ads to those under 18. It also violated policies against circumventing such guidelines, a practice known as “proxy targeting.” Meanwhile, Meta’s involvement shows the company’s desperation to retain its hold on younger users, who have been increasingly drawn to competitors like TikTok.
Timing is especially troublesome
The timing of this deal is particularly concerning, coming just weeks after Meta CEO Mark Zuckerberg appeared before US Congress to apologize for the harm caused to children on his company’s platforms. Clearly, these empty platitudes rang hollow as Meta secretly conspired to exploit young people for commercial gain.
What’s perhaps most troubling is the lengths these companies went to conceal their true intentions. Internal emails show Spark Foundry, the advertising agency involved, specifically identifying the “primary” target demographic as 13- to 17-year-olds. Yet, in presentations and conversations, staff used vague euphemisms like “embrace the unknown” to avoid directly referencing the focus on minors.
Is Google an illegal monopoly?
This type of deception is all too common in the tech industry, which has repeatedly shown a willingness to prioritize profits over the well-being of its users, especially the most vulnerable. As one critic noted, it “shows you how both companies remain untrustworthy, duplicitous, powerful platforms that require stringent regulation and oversight.”
Indeed, the revelations come amidst a broader reckoning for Big Tech’s treatment of children and teenagers. Just last week, the US Senate overwhelmingly passed the Kids Online Safety Act, which would impose a “duty of care” on social media platforms to protect young users from harmful content. Senators are clearly recognizing the urgent need to rein in these companies’ exploitative practices.
Internal research points to mental health risks
Unfortunately, this is far from an isolated incident. Meta, in particular, has faced sustained scrutiny over its policies regarding minors. The company is being sued by 33 states for allegedly deploying “manipulative” tactics towards young users, and the Federal Trade Commission is seeking to ban it from profiting off teen audiences.
Even more damning, internal Facebook research leaked by whistleblower Frances Haugen suggested the company’s Instagram app is detrimental to the mental health of teenage girls. This led Meta to shelve plans for a dedicated “Instagram for Kids” platform in 2021, following immense public backlash.
Ultimately, this latest scandal involving Google and Meta illustrates the systemic issues plaguing the tech industry. Far from being isolated incidents, these revelations point to a pervasive culture of prioritizing growth and revenue over ethics and user safety – especially when it comes to the most vulnerable members of our society, our children. As lawmakers, regulators, and the public continue to demand accountability, it’s clear that bold action is needed to rein in the unchecked power of these digital behemoths.
The future of an entire generation may very well depend on it.
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