In a move intended to appease the Federal Trade Commission, YouTube will no longer play targeted ads on videos intended for children on its primary YouTube site, according to Bloomberg.
Though the dedicated YouTube Kids app does not allow for targeted advertising, children’s content, including cartoons and nursery rhymes, still racks up billions of views on YouTube’s main service.
The move should help satisfy regulators who have had YouTube in their crosshairs over how they handle data privacy and advertising to young people. Earlier this summer, the FTC approved a fine against YouTube for violating provisions in the Children’s Online Privacy Protection Act, including allegations that the company was collecting data and targeting ads to children under the age of 13.
The amount of the fine hasn’t been made public, though the Washington Post reported that it was in the multi-million dollar range.
YouTube’s decision comes at a time when it is facing increased competition from paid streaming services like Disney+, as well as advertiser-supported services, like Roku’s recently launched kids and family section, that offer dynamic children’s content from known, trusted brands.