## EU Launches Investigation into Secret Google-Meta Ad Deal Targeting Teenagers
The European Commission has initiated a formal investigation into a covert advertising arrangement between tech giants Google (Alphabet Inc.) and Meta Platforms Inc., raising serious concerns about the circumvention of Google’s own advertising policies designed to protect minors. The probe, codenamed “Tangerine Owl,” centers around a campaign that aggressively promoted Instagram to teenagers on YouTube, allegedly violating Google’s strict guidelines on personalized advertising for underage users.
The Controversial Campaign:
The investigation stems from a Financial Times report detailing how Google employees actively advised Meta on methods to bypass Google’s advertising restrictions for minors. Despite Google’s explicit prohibition against personalized ads for teenagers, the campaign cleverly targeted a user group categorized as “unknown,” a demographic Google internally recognized as primarily comprising individuals under the age of 18. This practice effectively allowed Meta to reach a significant underage audience with personalized Instagram promotions, seemingly in direct contradiction to Google’s stated policies.Data Requests and Internal Review:
In October, the European Commission issued formal requests to Alphabet, Google’s parent company, demanding the provision of extensive data, presentations, and internal communications pertaining to the campaign. These documents are crucial in piecing together the full scope of the operation and determining the extent of Google’s complicity. Sources familiar with the matter confirmed the Commission’s active pursuit of information surrounding this controversial partnership.Evolving Policies and Global Scrutiny:
Following an initial Financial Times investigation in August, Google reacted by strengthening its policies. Key changes included a ban on demographic targeting of the “unknown” user group and a mandatory acknowledgment of responsibility for staff involved in such campaigns. While the campaign, initially piloted in Canada and subsequently expanded to the US, was ultimately terminated, the damage to public trust and regulatory scrutiny remains significant.Wider Implications and Regulatory Pressure:
The investigation is far from an isolated incident. Both Google and Meta are currently facing intensified scrutiny from regulators and lawmakers worldwide, with numerous ongoing investigations and legal challenges in both the US and Europe. This heightened level of scrutiny highlights the growing concerns about the ethical implications of targeted advertising, particularly concerning children and their online data privacy. The case underscores the ongoing tension between powerful tech companies and regulatory bodies striving to establish and enforce stricter rules regarding user data and online advertising practices.The broader context includes Google’s recent appeal victory against a €1.49 billion ($1.66 billion) antitrust fine levied by the European Commission. While this legal win provides some respite, the current investigation underscores the continuous pressure these tech giants face in navigating the increasingly complex landscape of global data privacy regulations. The outcome of the “Tangerine Owl” investigation will undoubtedly have far-reaching implications for the future of online advertising and the balance of power between tech companies and regulators.
