A new research by Adalytics, a company that analyzes online advertising performance, has revealed that YouTube may have violated the children’s online privacy law by allowing ads for adult products and services to appear on videos designated as “made for kids”. The research also found that some of these ads may have led to online tracking of children across the web by placing cookies on their browsers.
How YouTube Ads Work
YouTube is one of the most popular online platforms for children, with millions of videos featuring cartoons, songs, games, and educational content. YouTube allows advertisers to target their ads to specific audiences based on various criteria, such as age, gender, location, interests, and keywords. Advertisers can also use Google’s ad-targeting system, which employs artificial intelligence to pinpoint ideal customers based on their online behavior and preferences.
However, YouTube also has to comply with the Children’s Online Privacy Protection Act (COPPA), which requires children’s online services to obtain parental consent before collecting personal data from users under age 13 for purposes like ad targeting. In 2019, YouTube agreed to pay a $170 million fine to settle allegations that it had violated COPPA by collecting data from children without parental consent. YouTube then said it would limit the collection of viewers’ data and stop serving personalized ads on children’s videos.
What the Research Found?
Adalytics conducted a study between June and August 2023, in which it analyzed more than 2,000 YouTube videos that were labeled as “made for kids” by their creators or by YouTube itself. The study found that more than 300 brands had placed ads for adult products and services on these videos, such as credit cards, insurance, alcohol, gambling, and dating apps. Some of these ads also contained sexual or violent imagery that may be inappropriate for children.
The study also found that some of these ads may have enabled online tracking of children by placing cookies on their browsers when they clicked on them. Cookies are small files that store information about a user’s online activity and preferences. They can be used by advertisers to track the ads a user clicks on and the websites they visit, and to serve them more relevant ads in the future.
Adalytics said that it observed persistent Google cookies on children’s videos, including an advertising cookie called IDE. When a viewer clicked on an ad, the same cookie also appeared on the ad page they landed on. This suggests that Google may have been able to link the user’s activity on YouTube with their activity on other websites.
What YouTube and Advertisers Say?
YouTube denied the findings of the research and said that it was “deeply flawed and misleading”. A spokesperson for Google, which owns YouTube, said that the research did not account for the fact that some videos may have been mislabeled as “made for kids” by their creators or by YouTube’s automated system. The spokesperson also said that YouTube did not have the ability to control data collection on a brand’s website after a YouTube viewer clicked on an ad. Such data-gathering, Google said, could happen when clicking on an ad on any website.
Google also said that it gave brands a one-click option to exclude their ads from appearing on YouTube videos made for children. However, some of the brands whose ads appeared on children’s videos said that they were unaware of this option or that they had used it but still saw their ads run on kids’ videos.
Some of the brands whose ads were identified by Adalytics include Bank of Montreal (BMO), Kohl’s, Microsoft, Amazon, Meta (formerly Facebook), and GoPro. BMO said that it had instructed its advertising agency to exclude its ads from children’s videos and that it was investigating how its ads ended up on them. Kohl’s did not respond to several requests for comment. Microsoft said that it was committed to privacy and that it was seeking more information to conduct any further investigation needed. Amazon said that it prohibited advertisers from collecting children’s data with its tools. Meta declined to comment.
What Experts and Advocates Say?
The research by Adalytics has raised concerns among experts and advocates who have been warning about the dangers of online tracking of children by tech giants, advertisers, and data brokers. They say that such tracking can expose children to inappropriate or harmful content, influence their behavior and preferences, and violate their right to privacy.
“They have created a conveyor belt that is scooping up the data of children,” said Jeff Chester, the executive director of the Center for Digital Democracy, a nonprofit focused on digital privacy. He added that YouTube had failed to protect children from predatory advertising and tracking practices despite its promises and legal obligations.
Angela Campbell, a law professor at Georgetown University who specializes in children’s media policy, said that YouTube should be held accountable for its actions and face more scrutiny from regulators and lawmakers. She also said that parents should be more aware of the risks of online tracking and demand more transparency and control over their children’s data.
“It should not be this difficult to make sure that children’s data isn’t inappropriately collected and used,” she said.
![gain Rise in Gold Rate in India After Falling Rs 21,200/24K; Will Gold Price Today Jump or Drop on 28 March? By Harshika Yadav Published: Saturday, March 28, 2026, 6:55 [IST] preference Add as a preferred source on Google Gold rates in India witnessed a modest recovery on March 27, 2026, after a sharp fall in the previous session, indicating a cautious stabilisation in the bullion market. The yellow metal had dropped by Rs 212 per gram (or Rs 21,200 per 100 grams) of 24 Karat (24K) earlier, but managed to regain some ground. Gold Price Updates as US-Iran Tensions Ease; Pakistan, Turkiye & Egypt Step Up Mediation Efforts The rise in yellow metal follows easing geopolitical concerns after US President Donald Trump signalled a delay in potential military action against Iran's energy infrastructure by 10 days, pushing the deadline to April 6. This development, along with ongoing diplomatic efforts, has helped support safe-haven demand. gold Rate Today Further adding to market sentiment, Pakistan's Foreign Minister Ishaq Dar confirmed that Islamabad is acting as an intermediary between the United States and Iran, relaying messages as part of efforts to de-escalate tensions. Countries like Türkiye and Egypt are also reportedly supporting the mediation process, offering some relief to global financial markets. Gold Rate in India: Check Latest 22K, 24K & 18K Gold Prices Per Gram 24 Karat Gold Rate Today in India In the 24 Karat segment, at the time of writing, the rate for 1 gram stood at Rs 14,471, rising by Rs 16 from Rs 14,455. For 8 grams, the price increased to Rs 1,15,768, up by Rs 128. The rate for 10 grams climbed to Rs 1,44,710, reflecting a gain of Rs 160, while 100 grams of 24 Karat gold were priced at Rs 14,47,100, marking an increase of Rs 1,600. 22 Karat Gold Rate Today in India The price of one gram of 22K stood at Rs 13,265, gaining Rs 15 from the previous session. For 8 grams, the rate rose to Rs 1,06,120, registering an increase of Rs 120. The cost of 10 grams advanced to Rs 1,32,650, up by Rs 150, while 100 grams were priced at Rs 13,26,500, reflecting a gain of Rs 1,500. 18 Karat Gold Rate Today in India The rate for one gram of 18K stood at Rs 10,853, up by Rs 12. For 8 grams, the price moved up to Rs 86,824, marking a gain of Rs 96. The rate for 10 grams climbed to Rs 1,08,530, increasing by Rs 120, while 100 grams were valued at Rs 10,85,300, reflecting an uptick of Rs 1,200. Latest MCX Gold Price In the domestic futures market, gold on the Multi Commodity Exchange (MCX) held firm above the Rs 1,44,500 level as per latest trading record, supported largely by the weakness in the Indian rupee, which continues to cushion local prices despite global volatility. Latest Spot Gold Rate The rebound in domestic gold rates comes alongside a recovery in international markets, where gold moved above the $4,400 per ounce mark. What Lies Ahead for Gold Prices? Check Gold Rate Prediction Jateen Trivedi, VP - Research Analyst (Commodity and Currency), LKP Securities, said, "Gold remained slightly positive, trading above $4,425 with highs near $4,475, supported by initial optimism around US-Iran talks. However, the sharp rise in crude continues to signal underlying market stress and inflation risks." From a technical perspective, he explained, "Technically, support is seen near Rs 1,42,000, while resistance is placed around Rs 1,46,500. Overall, gold is expected to remain volatile with limited upside unless clarity emerges on inflation and geopolitics."](https://keralanews247.com/wp-content/uploads/2026/03/rupee-and-dollar-scaled-120x86.png)
