Google's safeguards against marketing to minors rely on YouTube creators self-labelling content as "for kids," with no equivalent categorisation for apps or websites - leaving a structural gap in native brand safety controls.

Our Exclude kids content automation now closes that gap. The automation reviews apps and websites alongside YouTube videos, using AI content analysis rather than relying solely on creator self-reporting, and automatically excludes any placement whose primary audience is under 12 - including YouTube content creators haven't labelled as made for kids.

To check exposure in your account, the Kids placements penalty in Audience Insights flags where this is happening before exclusions are applied.