The protection of children and adolescents continues so now Google and YouTube seem to join Facebook’s initiative to inhibit the targeting of ads to those under 18 years of age, which will undoubtedly mark a before and after for advertisers.
The news comes days after Adam Mosseri, Head of Instagram within Facebook Inc, announced that Instagram, as well as Facebook and WhatsApp, would launch a series of changes that especially impact the privacy and security of the social network for minors old.
Among these changes, it was reported that ads based on interests or activity can no longer be targeted in other applications and websites of minors.
“We want them to be able to make new friends easily and keep up with what is happening in their family, but we do not want them to receive unwanted direct messages or comments from strangers,” said the Head of Instagram.
Google goes the same way
This Tuesday, Google ad that ads could no longer be targeted based on the age, gender or interests of those under 18, this as part of a new series of measures designed to protect younger users.
Likewise, the company informed that a new option will be added so that Anyone under the age of 18 can request that your images are removed from Google image results. However, this does not guarantee the removal of an image from the web completely, but it is hoped that users can have more control over the spread of their photos.
How it will affect YouTube
Along with Google, YouTube will also have some new policies, among which it is indicated that the YouTube uploads from kids will also gradually switch to the most private setting by default.
Autoplay is expected to be turned off by default for children under the age of 18, in addition to including pause reminders. Although YouTube Kids has a new autoplay option, it will also be disabled by default.
The reasons and more changes
The technology giant asserted that the introduction of these changes is related to the new regulations in some countries, as it wants to offer “consistent product experiences and user controls” worldwide.
In the case of ads, Google assured that the measure is to prevent “age-sensitive ad categories” from being shown to teenagers. In addition, new resources are expected to arrive “for young people and their parents to help them better understand data practices. [de Google]”.
Similarly, the service of SafeSearch will now be enabled by default for users under the age of 18. Currently this is only default for those under 13. the function blocks the appearance of explicit results in searches.
As if this weren’t enough, the Under 18s will also not be able to activate Location History in their Google account settings. In addition to smart devices attendees will also be able to block news, podcasts and web access in the coming months.
All these changes will arrive in a staggered manner, starting with the option to request that they be eliminated. images from Google Image Search, as well as changes to the default privacy settings for YouTube videos.
What about advertisers?
It is clear that the new restrictions imposed on platforms and social networks will make companies and agencies rethink their digital marketing strategies Because by not being able to target your ads, it will be much more difficult, if not impossible, to reach this important consumer sector.
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