Google sued in Brazil for advertising to children

The Federal Prosecution Service (MPF) announced this Tuesday (Sep. 20) that they sued the Google company in Brazil for irregularities related to advertising to children on YouTube website. According to the lawsuit, children's and adolescents' rights were being violated.

According to the MPF, many videos posted on YouTube are starred by children under 12 years. "When they reach a large number of views, the young youtubers become minor celebrities. Due to this exposure, they eventually attract the market's attention and become sales promoters, starring ads aimed at children," said the MPF.

Although there is no specific law on advertising to children in Brazil, the lawsuit is based on legal provisions contained in the federal legislation. In addition, the Brazilian law considers abusive advertising the ones that "take advantage of the children's lack of judgment" and prohibits the goods or services supplier to take advantage of the "vulnerability of the consumer, due to their age."

The lawsuit asks for Google to compulsorily inform on YouTube website or on all videos posted that marketing and advertising of products or services aimed at children or starred by children are banned. They have also appealed the court to demand the company to add a tool allowing users to report videos with inappropriate advertising to children.

In a note, Google company said it was not notified of the lawsuit and declared that YouTube is an open platform for adults. "Children should use it in a family context and monitored by a responsible adult," read the text. The company claims that users must observe the website's guidelines and the Brazilian law and informed that shared videos and advertising posted on YouTube can be reported by anyone and if irregularities are found, they will be excluded.

Translated by Amarílis Anchieta