YouTube restricts targeted ads on kid’s content to comply with children’s privacy laws

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 07, 2020, 11:28 AM UTC

Push notifications, access to comments and other community features will be restricted as well.

Targeted ads, among other features, will now be restricted on children’s content on YouTube, effective today. This change is in accordance with YouTube’s $170 million settlement with the Federal Trade Commission over alleged violations of the Children’s Online Privacy Protection Act (COPPA).

The video streaming platform has said that the “kid-focused channels” would see a significant business impact due to reduced ad revenue after these changes. But the company is expected to promote YouTube Kids, a separate app that filters outs content for kids.

Though the definition of kid’s content is still unclear, YouTube recommends creators should consult legal counsels. However, FTC’s definition of kid’s content as the category is, “intended for kids”, while factoring in a video’s subject matter.

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