Marketing to high school students presents unique opportunities and challenges, particularly in the digital landscape. As brands aim to connect with this demographic, it’s essential to understand the advertising policies of major digital platforms. One of the most common questions our digital advertising team receives is, “Can we target high school students and people under 18?”
In this blog post, we’ll explore the advertising guidelines for Google, TikTok, and Meta (Facebook and Instagram) concerning audiences under 18 years old. We’ll provide as much information as possible to help you make the right choice for your brand.
Key Take Aways
- Major digital platforms enforce strict advertising restrictions for users under 18 to ensure safety and appropriateness.
- Restricted ad categories include adult content, alcohol, gambling, body modification, and other sensitive topics.
- Targeting options for under-18 audiences are limited, often excluding detailed demographics and interests.
- Advertisers must comply with platform policies and local laws, potentially affecting campaign reach and performance.
- Developing appropriate content and strategies is essential when marketing to high school students in the digital space.
Everything You Need to Know About Google, TikTok, & Meta Ads Age Restrictions Rules
Quick Links
Google’s Ad-Serving Policies for Users Under 18
Overview
Google places a strong emphasis on creating a safe and appropriate advertising environment for users under 18. The company has implemented additional safeguards to protect teens and children, which include disabling personalized ads and restricting certain ad categories.
Key Restrictions
- Disabled Ads Personalization: For users under 18, Google does not allow ads to be personalized based on their activity.
- Restricted Ad Categories: Certain categories are restricted or prohibited from being shown to users under 18. These include:
- Adult Content: Any sexual or mature content intended for adult audiences.
- Alcohol, Tobacco, and Recreational Drugs: Products that are regulated or illegal for minors.
- Gambling and Casino Games: Both online and real-world gambling activities.
- Body Modification and Weight Loss: Services like cosmetic procedures, weight loss programs, and tattoos.
- Dangerous Content: Products requiring adult supervision or deemed inappropriate for minors, such as weapons or fireworks.
- Pharmaceuticals and Supplements: Medications and nutritional supplements.
- Contests and Sweepstakes: Promotions, even if free to enter.
- Sensitive and Controversial Topics: Politics, religion, and other sensitive social issues.
Implications for Advertisers
- Compliance: Advertisers must adhere to local laws and Google Ads policies.
- Impact on Campaigns: There may be a noticeable effect on ad reach and performance when targeting under-18 audiences.
- No Action Required: While adjustments may be necessary, Google does not require additional actions from advertisers beyond compliance.
TikTok’s Advertising Policies for Users Under 18
Overview
TikTok recognizes the importance of protecting younger users and has established specific restrictions for advertising to those under 18 in the United States.
Key Restrictions
- Lead Generation and Product Sales: Campaigns with these objectives can only target users aged 18 and older.
- Limited Targeting Options: When targeting users aged 13-17, advertisers can only use:
- Device Type
- Language
- Location (excluding zip codes)
- Unavailable Targeting Options: Detailed targeting such as gender, interests, behaviors, and custom audiences are not available for users under 18.
- Implementation Date: These restrictions apply to ads created or edited after June 30th.
Implications for Advertisers
- Simplified Targeting: Advertisers must rely on broader targeting parameters for under-18 audiences.
- Content Appropriateness: Ad content should be suitable for younger audiences and comply with TikTok’s community guidelines.
Meta’s Age-Based Targeting on Facebook and Instagram
Overview
Meta enforces age restrictions to ensure that advertising content is appropriate for younger users on Facebook and Instagram.
Key Restrictions
- Minimum Age: The platforms do not allow targeting of users under 13 years old.
- Maximum Definable Age: The highest age bracket is 65+, encompassing all users over 65.
- Under-21 Restrictions: Certain ads may not be delivered to users under 21, depending on local regulations and the nature of the product.
- Compliance with Advertising Standards: Advertisers must follow guidelines related to advertising to teens.
Implications for Advertisers
- Automatic Adjustments: Even if an ad targets younger age groups, Meta may limit its delivery based on content and local laws.
- Content Sensitivity: Advertisers should ensure that their content is appropriate for all age groups within their targeting parameters.
Best Practices for Marketing to High School Students
- Understand Platform Policies: Stay informed about the advertising policies of each platform to ensure compliance and effective targeting.
- Focus on Appropriate Content: Develop creative content that resonates with high school students without violating platform guidelines.
- Leverage Broad Targeting: Use acceptable targeting options like location and language to reach your desired audience.
- Consult Legal Advisors: Work with legal professionals to navigate regulations related to advertising to minors.
- Monitor Campaign Performance: Keep an eye on your campaigns to understand how policy restrictions may be affecting reach and engagement.
Conclusion
Marketing to high school students in the digital realm requires a careful balance of engaging content and adherence to platform policies. By understanding the restrictions and guidelines set forth by Google, TikTok, and Meta, advertisers can craft effective strategies that connect with younger audiences responsibly and ethically.
Need Help with Your Digital Marketing Strategy? Our team specializes in connecting brands with the college demographic, and we’re here to help you navigate the complexities of reaching younger audiences online. Contact us to learn more about how we can support your marketing goals.
