A recent report from The Financial Times suggests that Meta and YouTube may have teamed up on a covert project to target teenagers with Instagram promotions on YouTube. This alleged collaboration could be a significant violation of Google’s advertising rules, which strictly prohibit personalized ad targeting for users under 18.

According to the report, the project was initiated by Meta with the help of an intermediary, Spark Foundry, tasked with reaching more teen users. YouTube’s ad team reportedly advised Spark Foundry on how to use certain targeting groups that, while not explicitly aimed at teens, were likely to reach them. This created a scenario where Meta could promote Instagram to younger audiences while maintaining plausible deniability, as the targeting wasn’t overtly labeled as teen-focused.

This revelation comes at a critical time, particularly as the U.S. Senate recently passed the Kids Online Safety Act. This act imposes stricter responsibilities on social platforms to protect children from harmful online content, including restrictions on ad targeting. The allegations against Meta and YouTube raise concerns about whether these platforms are doing enough to comply with such regulations and protect younger users.

YouTube has stated that it is investigating these claims, while the Kids Online Safety Act now awaits approval from the House of Representatives. The outcome of these investigations and legislative actions could have significant implications for how digital advertising is conducted on major platforms, particularly when it comes to protecting younger users.