Google and Meta made a secret deal to target advertisements for Instagram to teenagers on YouTube, skirting the search company's own rules for how minors are treated online. According to documents seen by the Financial Times and people familiar with the matter, Google worked on a marketing project for Meta that was designed to target 13- to 17-year-old YouTube users with adverts that promoted its rival's photo and video app. The Instagram campaign deliberately targeted a group of users labelled as "unknown" in its advertising system, which Google knew skewed towards under-18s, these people said. Meanwhile, documents seen by the FT suggest steps were taken to ensure the true intent of the campaign was disguised. The project disregarded Google's rules that prohibit personalising and targeting ads to under-18s, including serving ads based on demographics. It also has policies against the circumvention of its own guidelines, or "proxy targeting".