EU Investigates Alleged Google-meta Ad Deal Aimed at Teens

Technology • Dec 10, 2024

European regulators are investigating an alleged Google-Meta ad deal that targeted teens, raising concerns over compliance with EU rules.

cover image — EU regulators enforce the Digital Services Act to combat illegal content, disinformation, and ensure ad transparency. Photo by Håkan Dahlström licensed under CC BY 2.0.

European regulators are investigating an alleged advertising partnership between Alphabet's Google and Meta Platforms. The deal reportedly targeted Instagram ads to teens on YouTube, violating Google's policy against personalized ads for users under 18.

The European Commission confirmed it is seeking more details on the now-canceled agreement. The probe is part of broader enforcement under the EU's Digital Services Act, which bans targeted advertising based on minors' personal data.

Google stated it has improved safeguards to protect teenagers from targeted ads. The company highlighted updates in internal training to ensure compliance with its policies and technical protections. Meta has not yet commented on the allegations.

This investigation adds to Google's growing regulatory challenges. Both the U.S. Department of Justice and Canada's antitrust regulator are scrutinizing the company's practices in online advertising and search.

Globally, concerns over social media's impact on children are driving new regulations. Australia recently enacted a law banning social media use for children under 16, a move that could disrupt platforms like TikTok, Instagram, and Snapchat.

As scrutiny intensifies, Alphabet's shares rose 4% amid investor optimism, while Meta's stock climbed slightly by less than 1%. Both companies face mounting pressure to align with stricter regulatory expectations.