You. FTC. Get over here. Google is INVADING our children's MINDS – anti-ad campaigners

Think-of-the-children types are urging US watchdog the FTC to investigate Google's YouTube Kids app – claiming it insidiously influences the minds of precious little snowflakes with advertising.

"YouTube Kids is the most hyper-commercialized media environment for children I have ever seen," commented Dale Kunkel, a professor of communication at University of Arizona. "Many of these advertising tactics are considered illegal on television, and it's sad to see Google trying to get away with using them in digital media."

Google launched the YouTube-for-kids app in February, and made it clear that, while the channel would have advertisements, these would be carefully applied. Google also added features like a timer to limit the number of minutes kids could spend watching stuff.

These steps don't go nearly enough, according to the complaint [PDF] to the FTC. In particular, the groups argue that the app breaks rules set down for limiting children's exposure to adverts that cable and television companies have to adhere to, and rules that ban media giants from blurring the line between programming and product pushing.

They also point out that there are adverts typically shown immediately after a TV show that make it difficult for kids to understand that what they are seeing is an advert, or if the creator has a relationship with an advertiser – such as showing a show's characters eating burgers at a chain restaurant straight after the program ends.

"There is nothing 'child friendly' about an app that obliterates long-standing principles designed to protect kids from commercialism. YouTube Kids exploits children's developmental vulnerabilities by delivering a steady stream of advertising that masquerades as programming," said Josh Golin, director of the Campaign for a Commercial-Free Childhood.

"Furthermore, YouTube Kids' advertising policy is incredibly deceptive. To cite just one example, Google claims it doesn't accept food and beverage ads but McDonald's actually has its own channel and the 'content' includes actual Happy Meal commercials."

One example cited is videos of people unboxing new stuff. These are hugely popular online, but the app doesn't make it clear that there may be a financial link between the unboxer and the company selling what's in the box. Indeed, they claim, Google encourages this, citing its advice to advertisers to "consider how unboxing videos might help your brand connect with consumers."

Advertisers have long recognized that there is a huge appeal in targeting children. While kids might not have much money, they do have the power to pester parents into getting what they want. Research has shown that teaching kids to recognize a brand early on also has a huge influence in future buying patterns.

"We worked with numerous partners and child advocacy groups when developing YouTube Kids," Google told El Reg in a statement.

"While we are always open to feedback on ways to improve the app, we were not contacted directly by the signers of this letter and strongly disagree with their contentions, including the suggestion that no free, ad-supported experience for kids will ever be acceptable. We disagree and think that great content shouldn't be reserved for only those families who can afford it." ®