Google has settled yet another class-action lawsuit accusing it of collecting children’s data and using it to target them with advertising. The tech giant will pay $8.25 million to address allegations that it tracked data on apps specifically designated for kids.
AdMob’s mobile data collection
This settlement stems from accusations that apps provided under Google’s “Designed for Families” programme, which was meant to help parents find safe apps, tracked children. Under the terms of this programme, developers were supposed to self-certify COPPA compliance and use advertising SDKs that disabled behavioural tracking. However, some did not, instead using software embedded in the apps that was created by a Google-owned mobile advertising company called AdMob.
When kids used these apps, which included games, AdMob collected data from these apps, according to the class action lawsuit. This included IP addresses, device identifiers, usage data, and the child’s location to within five meters, transmitting it to Google without parental consent. The AdMob software could then use that information to display targeted ads to users.
This kind of activity is exactly what the Children’s Online Privacy Protection Act (COPPA) was created to stop. The law requires operators of child-directed services to obtain verifiable parental consent before collecting personal information from children under 13. That includes cookies and other identifiers, which are the core tools advertisers use to track and target people.
The families filing the lawsuit alleged that Google knew this was going on:
“Google and AdMob knew at the time that their actions were resulting in the exfiltration data from millions of children under thirteen but engaged in this illicit conduct to earn billions of dollars in advertising revenue.”
Security researchers had alerted Google to the issue in 2018, according to the filing.
YouTube settlement approved
What’s most disappointing is that these privacy issues keep happening. This news arrives at the same time that a judge approved a settlement on another child privacy case involving Google’s use of children’s data on YouTube. This case dates back to October 2019, the same year that Google and YouTube paid a whopping $170m fine for violating COPPA.
Families in this class action suit alleged that YouTube used cookies and persistent identifiers on child-directed channels, collecting data including IP addresses, geolocation data, and device serial numbers. This is the same thing that it does for adults across the web, but COPPA protects kids under 13 from such activities, as do some state laws.
According to the complaint, YouTube collected this information between 2013 and 2020 and used it for behavioural advertising. This form of advertising infers people’s interests from their identifiers, and it is more lucrative than contextual advertising, which focuses only on a channel’s content.
The case said that various channel owners opted into behavioural advertising, prompting Google to collect this personal information. No parental consent was obtained, the plaintiffs alleged. Channel owners named in the suit included Cartoon Network, Hasbro, Mattel, and DreamWorks Animation.
Under the YouTube settlement (which was agreed in August and recently approved by a judge), families can file claims through YouTubePrivacySettlement.com, although the deadline is this Wednesday. Eligible families are likely to get $20–$30 after attorneys’ fees and administration costs, if 1–2% of eligible families submit claims.
COPPA is evolving
Last year, the FTC amended its COPPA Rule to introduce mandatory opt-in consent for targeted advertising to children, separate from general data-collection consent.
The amendments expand the definition of personal information to include biometric data and government-issued ID information. It also lets the FTC use a site operator’s marketing materials to determine whether a site targets children.
Site owners must also now tell parents who they’ll share information with, and the amendments stop operators from keeping children’s personal information forever. If these all sounds like measures that should have been included to protect children online from the get-go, we agree with you. In any case, companies have until this April to comply with the new rules.
Will the COPPA rules make a difference? It’s difficult to say, given the stream of privacy cases involving Google LLC (which owns YouTube and AdMob, among others). When viewed against Alphabet’s overall earnings, an $8.25m penalty risks being seen as a routine business expense rather than a meaningful deterrent.
We don’t just report on data privacy—we help you remove your personal information
Cybersecurity risks should never spread beyond a headline. With Malwarebytes Personal Data Remover, you can scan to find out which sites are exposing your personal information, and then delete that sensitive data from the internet.
