Many campaigns are against YouTube’s rules regarding kids content and their protection on the platform, hence YouTube is taking new measures, including what it said will stop its practice of using targeted advertising in content intended for children.
According to the dailymail, the measures are in a move to please regulators, as their timing follows an undisclosed settlement with the Federal Trade Commission (FTC) over alleged violations of the Children’s Online Privacy Act (COPPA).
“YouTube raises $ 500 million to $ 750 million a year in children’s content alone”
Critics say the use of targeted advertising on children violates laws that prevent companies from collecting data on individuals under the age of 13 without the permission of legal guardians.
Targeted ads use aggregated data from many sources to promote products based on user preferences, as well as a strong audience of children. Research firm Loup Ventures estimates that YouTube raises $ 500 million to $ 750 million a year in kids content alone.
Although YouTube has a separate app for kids who don’t use targeted ads, it still has large collections of kids content on its main site, where its practices regarding the use of a data-driven product placement are still in effect.
The transition to ending child-targeted ads is another key step for YouTube, which has begun to change policies amid growing pressure from regulators.