NetChoice Backs Google on Age-Based Ad Targeting in California Case

NetChoice has filed an amicus letter in support of Google's petition for a writ of mandate in the Haynie v. Google case. The Unruh Act, a California law aimed at combating discriminatory practices, is central to this debate. According to NetChoice, targeted ad matching by age does not fit the definition of invidious discrimination as intended by the Unruh Act.

The organization argues that personalized advertising based on age is both permissible under the Unruh Act and protected by the First Amendment. The example given is that of AARP ads being shown to seniors or educational content targeting younger audiences.