This covert marketing project targeted YouTube users between the ages of 13 and 17 and utilized a group of users labeled as “unknown” to mask their true intentions.

Documents obtained by the FT from people familiar with the situation suggest that Google developed the marketing scheme to secretly promote its Instagram app to a younger audience. As part of its Google Ads campaign, Instagram specifically targeted users identified as “unknowns” – a group of people under the age of 18.

Evidence suggests that special measures were taken to conceal the true aims of the campaign, in violation of Google’s policies on personalizing ads and targeting minors based on demographic data.

The partnership began late last year as Google sought to increase ad revenue and Meta sought to attract younger users amid increasing competition from platforms such as TikTok. Both companies pressed ahead with the project despite clear rules prohibiting such actions.

Internal investigations and response

Following the FT’s investigation, Google launched an internal investigation but did not deny that the “unknown” loophole was used.

We will take additional steps to remind administrators that they should not help advertisers or agencies run campaigns that attempt to circumvent our policies.
Google said.

Meta defended its actions by arguing that selecting an audience marked as “unknown” did not constitute personalization or circumvention of the rules.

Public and political reaction

A number of US institutions, such as the Center for Digital Democracy, and politicians such as Marsha Blackburn have condemned the companies’ actions and called on Congress to pass the Children’s Online Safety Act (KOSA).

Tech giants can’t be trusted to protect our children. They’ve been caught abusing our children again, Silicon Valley leaders have proven they will always put their own interests first,
– said Blackburn.