Report claims YouTube will soon ban targeted ads on kids’ content, as site shuts down its direct messaging feature
- Regulators have pressured YouTube to stop using targeted ads in kids content
- A new report says it will discontinue the practice amid outside pressure
- The firm’s decision comes on the heels of a recent settlement with the FTC
- YouTube also announced that it will end its private messaging feature
YouTube says it will discontinue its practice of using targeted ads in content aimed at kids, in a move designed to appease regulators.
According to a report from Bloomberg, the decision comes on the heels of an undisclosed settlement with Federal Trade Commission (FTC) on alleged breaches of the Children’s Online Privacy Act (COPPA).
Critics say the use of targeted advertising on children violates laws that prevent companies from collecting data on individuals under 13 years-of-age without permission from their legal guardians.
At the same time, YouTube revealed it will be shutting down its direct messaging tool before the end of next month.
While YouTube has a separate app for children that doesn’t use targeted ads, it still has droves of kids content on its main site, for which its practices of using data-driven product placement still apply. File photo
Targeted ads use data aggregated from myriad sources in order to promote products based on user preferences and, as Bloomberg notes, coupled with a robust audience of children, are critical to YouTube’s business model.
According to Bloomberg, the research firm Loup Ventures estimates that YouTube brings in between $500 to $750 million annually from children content alone.
While YouTube has a separate app for children that doesn’t use targeted ads, it still has droves of kids content on its main site, for which its practices of using data-driven product placement still apply.
The move to end targeted advertising for kids content marks another major step for YouTube, which has begun to alter policies amid mounting pressure from regulators
Earlier this month YouTube confirmed to Bloomberg that it adjusted its algorithm to favor ‘trusted creators’ in July.
According to YouTube creators interviewed by Bloomberg, the tweak has gutted viewership for some, with views dropping by as much as 98 percent while others have noted substantial increases in viewership.
In February, the company killed more than 400 channels amid concerns over child abuse and exploitation.
It’s unclear exactly why the feature is being discontinued, but it’s likely that it was not quite as popular as expected
While preventing targeted ads from reaching children’s content may appease regulators and concerned parents for the time being, actually implementing the strategy may be easier said than done.
To successfully remove the ads, YouTube would have to first identify what constitutes content geared toward kids and then be able to devise a way to successfully identify and remove the advertising.
While YouTube works to appease adults concerned with their children’s safety, it has reportedly perturbed its younger audiences with a separate tweak to its platform.
In September, YouTube says it will officially do away with its direct messaging feature which was first introduced in 2017.
YouTube also revealed it will be shutting down its direct messaging tool before the end of next month. Angry fans commented by the hundreds to decry the move
It’s unclear exactly why the feature is being discontinued, but it’s likely that it was not quite as popular as expected.
Nonetheless, TechCrunch notes that hundreds of YouTube’s younger audience member have taken to the platform to protest the platform’s decision.
Many of the more than 500 angry commentators on Google’s blog announcement of the change appear to be children using the messaging system to skirt parents’ restrictions on social media, chatting with other users without their knowledge.
YouTube says it will officially end its direct messaging capabilities on September 18.
HOW IS YOUTUBE MAKING ITS KIDS APP SAFER?
YouTube is finally rolling out changes to the privacy settings on it Kids app.
After several issues with the service were reported, it has now begun to roll out updates.
The new features will allow parents to filter content on the app so it only displays channels that have been reviewed by humans rather than algorithms.
Later this year there will be three further updates.
Collections by trusted partners and YouTube Kids staff
YouTube Kids staff will offer collections of trusted channels on a variety of subjects.
This can be done from in the Profile Settings and parents can select from collections such as Sesame Workshop and PBS KIDS.
YouTube will continue to add more partners over time.
Parent approved content
YouTube is rolling out a feature later this year that will allow parents to specifically handpick every video and channel available to their child in the Kids app.
Improved search-off control
Starting this week, turning search off will limit the YouTube Kids experience to channels that have been verified by the YouTube Kids team.
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