Tech Giants Use Kids' Brands for PR, Critics Say

In 2018, Meta and Google began partnering with children's organizations to promote responsible technology use. Brands such as Sesame Street, Girl Scouts, and Highlights magazine received millions of dollars for these educational efforts. These collaborations aimed to teach children and parents about personal responsibility in the digital age.

However, these partnerships are drawing criticism, with accusations that Meta and Google are using familiar children's brands to encourage youth dependence on social media. This comes as both companies face numerous lawsuits alleging their products are designed to be addictive and harm youth mental health. A trial recently concluded with a $6 million judgment against them.

Critics argue that the tech giants' business model, which relies on maximizing user engagement and advertising revenue from minors, makes it difficult for them to provide neutral advice on screen time. These collaborations are viewed by some as a reputation management strategy, similar to practices by corporations in other industries.

Despite concerns, some sponsored materials do offer digital safety tips, such as creating strong passwords and avoiding scams. For example, the Girl Scouts' digital leadership badge, sponsored by Meta's Instagram, includes lessons on tracking screen time. Google also sponsors a 'Be Internet Awesome Fun Patch' for Girl Scouts, focusing on online kindness and privacy.

Google has invested at least $5 million in Highlights magazine, which in 2024 featured a special edition sponsored by Google with instructions on creating a "sleeping bag" for devices. This activity aims to normalize device management for children aged six to 12. Organizations like Save the Children and Reading is Fundamental received additional copies of this edition.

While some sponsored lessons address the effects of app usage, like data collection and manipulative advertising, experts emphasize the need for improved product design. Features such as algorithmic recommendations, which make it harder for children to disengage, remain a concern. The American Academy of Pediatrics is updating its digital media guidelines to address these ongoing issues.