The European Commission is examining allegations that Google and Meta Platforms collaborated on ad campaigns targeting teenage users, circumventing Google’s safeguards for minors.
According to an investigation by the Financial Times (FT), the campaign promoted Instagram to YouTube users identified in a category labeled “unknown,” raising concerns about ethical advertising practices and privacy violations.
Loophole: The “Unknown” User Group
Google’s advertising policies prohibit personalized ads for users under 18, but the “unknown” user group exploited in this campaign represented an exception. While these users lacked demographic identifiers such as age or gender, internal Google data revealed that the category skewed heavily toward underage users.
This insight was reportedly shared with Meta by Google employees, who suggested leveraging the group as a way to bypass existing restrictions.
The FT investigation detailed how this workaround enabled targeted Instagram promotions, allegedly reaching millions of teenage users. The campaign, which began as a pilot project in Canada, delivered strong results and was expanded to the U.S. earlier this year. Plans for a global rollout and inclusion of other Meta platforms, such as Facebook, were canceled after the campaign’s exposure.
Internal Fallout at Google
Following the FT report, Google initiated an internal investigation under the codename “Tangerine Owl.” This probe examined whether the campaign violated company policies, focusing on communications between Google employees, Meta, and Spark Foundry, the advertising agency involved.
The findings prompted Google to take corrective action. A spokesperson for the company stated: “We’ve held updated internal trainings to ensure our sales teams remain aware of our policies and technical protections.”
Additionally, Google banned demographic targeting for the “unknown” group, raising the minimum age segment for such ads to 18-24 years. The company also restricted collaborations with Meta on campaigns promoting social media platforms to younger users.
EU Regulatory Actions
The European Commission has requested extensive documentation from Google, including emails, presentations, and internal chats related to the campaign. Officials are assessing whether the partnership breached EU regulations on data privacy and advertising. While no formal investigation has been announced, the Commission’s interest reflects a broader push to hold tech companies accountable for their practices.
Meta has not commented on the matter. The company has previously faced scrutiny over its handling of minors on its platforms, including allegations of enabling exploitative content and contributing to mental health issues among young users.
Ethical Challenges in Digital Advertising
This case highlights the challenges of balancing innovation in digital advertising with ethical responsibilities. Ad personalization, a common strategy that uses user data to tailor content, becomes problematic when applied to vulnerable groups such as minors. The “unknown” user group, originally intended to anonymize demographic data, inadvertently became a loophole for targeting underage audiences.
The incident underscores the need for stronger safeguards in automated advertising systems. Experts argue that relying on internal policies alone is insufficient, particularly when economic incentives favor maximizing engagement over user protection.
The Bigger Picture: Big Tech and Privacy
The collaboration between Google and Meta occurs against a backdrop of heightened regulatory scrutiny. In the U.S., Google is facing multiple antitrust lawsuits, including allegations that it monopolized the digital advertising ecosystem. Meta, meanwhile, has been criticized for its handling of child safety on platforms like Instagram and Facebook, with CEO Mark Zuckerberg testifying before Congress earlier this year.
These investigations highlight the growing tension between economic interests and regulatory efforts to ensure ethical practices. If the European Commission moves forward with a formal inquiry, the case could set a precedent for how tech companies manage advertising targeting minors.
Corrective Measures and Future Implications
In addition to banning the use of the “unknown” group for demographic targeting, Google has implemented mandatory compliance training for its advertising teams. These measures aim to prevent similar incidents, but questions remain about their effectiveness given the complex dynamics of digital advertising.
For Meta, the fallout from the campaign raises broader questions about its long-term strategies for engaging younger users, a key demographic for its platforms. Both companies are likely to face increased pressure to demonstrate accountability and transparency in their advertising practices.
