EU Probes Secret Google-Meta Ad Deal Targeting Teens

European regulators have intensified scrutiny of a secret advertising partnership between Google and Meta Platforms, which reportedly bypassed Google’s policies on protecting minors online. According to a Financial Times report, the now-canceled agreement targeted 13- to 17-year-old YouTube users to promote Meta’s Instagram platform.

The collaboration, revealed in August, initially operated within the United States but was poised for global expansion before being scrapped. Despite its termination, the European Commission continues to investigate the deal. Regulators are reviewing gathered evidence to determine whether further action is warranted, the report noted.

In October, the Commission directed Alphabet, Google’s parent company, to compile and analyze data, internal chats, emails, and presentations related to the campaign.

Industry Safeguards and Policy Updates

Google, which prohibits ad personalization for users under 18, defended its policies in response to the allegations. “The safeguards we have to protect teens, like prohibiting ad personalization, are industry-leading and continue to work,” a Google spokesperson stated via email. The company also emphasized its efforts to strengthen internal training for its sales teams to ensure compliance with these safeguards.

Meta, the parent company of Instagram and Facebook, had earlier enhanced privacy settings and introduced parental controls for Instagram accounts of users under 18. This move was part of a broader initiative to address mounting concerns about the mental health impact of social media on young people.

Potential Regulatory Actions

The European Commission has shared its findings with relevant authorities, who are evaluating whether to initiate formal actions against the companies involved. While Google and Meta have yet to comment directly on the partnership’s implications, this development underscores ongoing efforts to ensure compliance with privacy and advertising regulations for minors in the digital space.

Google’s restrictions prohibit ad targeting for minors based on age, gender, or interests, while Meta’s recent privacy upgrades highlight its intent to address criticisms of how its platforms affect teen well-being. However, this controversy has cast a spotlight on corporate practices regarding minors’ online safety and data privacy.