Many campaigns can reach young people even without intending to. Platforms restrict targeting and personalisation for minors, and the law imposes additional care. It is wise to treat the topic preventively: define the audience, review creatives and avoid practices that exploit vulnerability.
The essentials in a definition
Campaigns that may reach minors require extra care: the GDPR gives special protection to children’s data, and the Digital Services Act restricts profile-based advertising when the recipient is known to be a minor. Platforms apply their own policies. In practice, avoid targeting minors, minimise data and review content and destinations, in line with EDPB guidelines.
Why it deserves special attention
Minors have less capacity to evaluate advertising, and the law and platforms protect them more. On many platforms, personalisation by age, interests and behaviour is limited for minors’ accounts, and some categories are restricted.
Even when the audience is not designed for young people, ads may reach them.
Practical rules
Define the target audience clearly and use an appropriate minimum age. Avoid creatives that appeal to minors when the product is not suitable (gambling, alcohol, certain financial categories). Do not collect minors’ data without a legal basis and parental consent where applicable.
Review each platform’s policies on minors and sensitive categories.
Caring for campaigns that may reach minors
- Define the audience and minimum age
- Review creatives and sensitive categories
- Exclude children’s placements
- Monitor and respond to complaints
Creatives and messages
Avoid pressure to buy, artificial urgency and exaggerated promises aimed at young audiences. Clearly identify advertising and partnerships with creators. Take care with influencers whose audience includes many minors.
For products aimed at children, the typical audience is the parents: address the communication to them.
Anyone who may reach minors should think of them before publishing.
Monitor and respond
Track age and placement reports. If ads appear in inappropriate contexts (children’s apps, content for minors), exclude them. Have a process to receive complaints and withdraw ads quickly.
Document audience and creative decisions as part of the compliance record.
Decision table
| Situation | Recommended practice | Avoid |
|---|---|---|
| Product aimed at young people | Advertise to parents and adults where possible | Targeting by minors’ profile |
| Mixed audience | Exclude minors when the product is not for them | Using minors’ personal data |
| Content and language | Age-appropriate and truthful | Pressure or artificial urgency |
| Data and consent | Minimisation and suitable legal basis | Collecting more than necessary |
Common mistakes to avoid
- Assuming “there are no minors”. In many products, young people are in the audience; assess the risk.
- Ignoring platform policies. There are targeting and content restrictions for minors.
- Using influencers without rules. Disclosure of partnerships must be clear, especially for young audiences.
How to measure the result
Track the age distribution of the audience reached, complaints and reasons for ad disapproval, and review targeting quarterly.
Limits and exceptions
This topic involves high legal and ethical risks and rules vary by country and platform. Avoiding targeting minors does not eliminate the risk of reaching them. In doubt, prefer the most cautious path: address adults, limit personalisation, collect minimal data and consult a legal professional. Follow updates to policies and regulation.
Illustrative example
Illustrative example: a family board-game brand begins directing ads to adults, with messages about socialising and recommended age, and disables personalisation in segments that may include minors. It reviews pages so as not to collect unnecessary data and documents the decision. Complaints about inappropriate advertising fall to zero and sales hold.
Frequently asked questions
Can I target minors?
Platforms restrict targeting of minors. Check the policies and the applicable law.
Do I need parental consent?
It may be required for minors’ data. Check with legal support.
How do I avoid reaching minors?
With a minimum age, exclusion of children’s placements and regular review of reports.
Can I advertise to minors?
There are strict rules and platform restrictions; generally, direct ads to adults and avoid personalisation with minors’ data.
What age counts as a minor?
It varies by country and context; consult the applicable law and platform policies.
With minors in the possible audience, direct ads to adults, minimise data, avoid profiling and comply with GDPR, the Digital Services Act and platform rules.
Sources and recommended reading
- General Data Protection Regulation (GDPR)
- Digital Services Act (DSA)
- EDPB: guidelines and recommendations
Last editorial review: October 2026. Informational content; always confirm current conditions in the official sources before deciding.