YouTube Kids shows ads to children, but those ads are based on the context of what they are watching rather than on a profile of their interests built over time; the app explicitly prohibits targeting ads based on tracked interests or showing ads based on behavior observed on other sites.
This analysis describes what YouTube Kids's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
The prohibition on interest-based advertising and remarketing is a meaningful child privacy protection, but the use of unique identifiers for contextual advertising means some form of identifier-linked ad delivery still occurs within the app.
Interpretive note: Whether the use of unique identifiers for frequency capping constitutes collection of personal information under COPPA is subject to regulatory interpretation; the FTC's 2013 COPPA Rule amendment expanded the definition of personal information to include persistent identifiers used to recognize users over time.
Children using YouTube Kids will see contextual ads, but the app states that interest-based advertising and remarketing are not permitted, which limits the behavioral profiling used for ad targeting. The use of unique identifiers for ad frequency capping means some identifier-based data processing is still associated with ad delivery.
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to object to profiling activities based on our own legitimate interests
"We use unique identifiers to provide contextual advertising, including ad frequency capping. The app does not allow interest-based advertising or remarketing.Excerpt from YouTube Kids's Privacy Notice
REGULATORY LANDSCAPE: COPPA restricts the collection of personal information from children under 13 for advertising purposes.
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Ad personalization controls removed. Contact scanning added. Advertiser data partnerships quietly dropped. A timeline of every change.
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The prohibition on interest-based advertising and remarketing is a meaningful child privacy protection, but the use of unique identifiers for contextual advertising means some form of identifier-linked ad delivery still occurs within the app.
Children using YouTube Kids will see contextual ads, but the app states that interest-based advertising and remarketing are not permitted, which limits the behavioral profiling used for ad targeting. The use of unique identifiers for ad frequency capping means some identifier-based data processing is still associated with ad delivery.
ConductAtlas has identified this type of provision across 289 platforms. See the full comparison.
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