Google uses machine learning to boost safety for under-18 users

Google has introduced a series of updates aimed at enhancing digital protections for users under the age of 18 in the United States, employing machine learning to estimate users' ages and applying additional safeguards across its products.

The company's publisher ad platforms, including Ad Manager, AdSense, and AdMob, will implement new measures when a signed-in user is identified as likely being under 18. The protections include disabling ad personalisation and restricting sensitive creative categories from being shown to young users. No action is currently required from publishers as these changes will be applied automatically based on Google account information.

Google said that the machine learning model designed to estimate users' ages will initially roll out to a small group of users in the US. The company will closely observe the results of this implementation before considering a broader rollout. There are plans to extend this technology to additional countries over time.

Protecting younger users

Building on previous efforts, Google has highlighted a number of protective actions for users under 18, such as setting SafeSearch as the default, imposing restrictions on sensitive ad content, enforcing age gates on YouTube and Google Play, and incorporating specific wellbeing protections for teenagers on YouTube. The company has also added extra safeguards to its generative AI experiences when accessed by young people.

An update to Google Messages introduces a sensitive content warning feature. This feature is opt-in for adults but is automatically applied for users under 18, with parental controls available to supervised accounts. Parents are able to manage this setting via Android's controls.

Addressing the complexities of providing age-appropriate digital experiences, Google is investing in machine learning technology to improve its ability to identify user ages. The company explained that understanding the age of a user is one of the most complex challenges in delivering these safeguards. With the new age estimation method, Google aims to apply the correct protective measures for under-18 users.

Family Link updates

Google Family Link, a tool designed to help parents manage their children's use of technology, is also seeing new features. Changes include bringing screen time monitoring tools and resources to the forefront of the app, making it easier for parents to manage the online experiences of multiple children across Android and Chrome devices. There are new options to minimise distractions during school hours, and parents can automatically limit or adjust device functionalities through a feature called School Time.

School Time will roll out shortly to Android phones and tablets, allowing parents to restrict app access and manage device use more closely when children are expected to focus in class. In a further update planned for next month, parents will be able to add approved contacts directly to their child's device, limiting phone calls and text conversations to only those chosen contacts. This, according to Google, is intended to help foster safer and more intentional connections.

Support for young users' digital activities

Google has also expanded options for supervised users of Android. For children who fall under the applicable age of consent, supervised accounts will soon gain the ability to make tap-to-pay transactions in stores using Android phones. Parents will be able to add and manage payment cards, approve new cards, remove cards, and view recent transaction histories. Children will also be able to add gift cards and event tickets to their Google Wallet.

Focusing on preparing young users for future technological advances, Google has introduced and expanded age-appropriate AI experiences, including interactive learning features. The company has brought features such as AI Overviews, Gemini, and Circle to Search to teens, while pledging to continue expanding options responsibly. One upcoming feature, Learn About, will provide interactive learning experiences powered by generative AI.

"As technology continues to evolve, we're constantly researching and deploying new ways to help keep our users safe online. Today, we're sharing several updates that build on our existing safeguards for under-18 users, helping further protect them online while they access the many benefits the internet offers, and provide parents and guardians with additional peace of mind," said Jen Fitzpatrick, Senior Vice President, Core at Google.

Google stated that it will continue to invest in technologies focused on safeguarding young users and is committed to working with global stakeholders to support policy development for digital safety. The company said, "We will continue to invest in technologies that help protect and empower kids and teens across all of Google's platforms, and we're also committed to working with stakeholders around the world to help advance smart and strong policy approaches for keeping youth safer online."