Ad Industry Rallies Behind Google in Age-Based Targeting Battle

Google is in a battle with two web users over age-based ad targeting. Richard Haynie and Constance Galloway, both in their sixties, claim that Google's ad platform allows businesses to discriminate against older consumers by not showing them ads for insurance, banking, and other financial services.

The ad industry has come out in support of Google, arguing that age-based ad targeting does not violate California's Unruh Act. The Association of National Advertisers, American Advertising Federation, American Association of Advertising Agencies, and Digital Advertising Alliance say that the law only prohibits 'arbitrary, invidious or unreasonable' discrimination.

The industry groups claim that age-based ad targeting is a common practice that allows businesses to focus their advertising efforts on consumers who are most likely to purchase their products. They argue that it would be financially irrational for companies to advertise products like mobility scooters and retirement homes to college-aged consumers, or baby food to teenagers.

Google has petitioned the 6th District Appellate Court to vacate a ruling that allowed Haynie and Galloway's suit against them to proceed. The ad industry's friend-of-the-court letter argues that if McGowen's ruling is upheld, it could expose companies to significant liability for long-standing and commonplace advertising practices.