Are Activists' Asking the Wrong Questions About YouTube Kids?

[Commentary] During the week of Nov 23, two advocacy groups renewed their complaints against YouTube Kids, claiming that a "limited but systematic search" turned up hundreds of promotions for foods that ought not to be advertised to children under the Children's Food and Beverage Advertising Initiative. I don't question that there are still advertisements to be found on YouTube Kids, and I don't question the inherent unfairness of "native advertising" to children. I do have doubts about the methodology and claims of the activists' study. Activists who cut their teeth counting commercial minutes on limited, programmed, and linear channels need to become smart about evolving media. They may want streaming media to be more like traditional "TV" as it would be easier to regulate. But, "pull" is entirely different from "push," in its content and genres, its use patterns, even its purpose.

Clearly, there are conversations to be had among YouTube, CFBAI and its members, to ensure that signatories understand their obligations on emerging platforms. YouTube Kids is a platform, not a network, though, and the great thing about a platform is that there's room for many viewpoints. Still, if you start carving away the edges, contributors start tumbling off and the perspective gets much more narrow.

[David Kleeman is a senior vice president at Dubit, a strategy, research, and digital for kids entertainment brands]