An internal presentation indicates that acquiring users at an early stage ‘fosters brand trust and loyalty throughout their lifetime.’
An internal presentation indicates that acquiring users at an early stage ‘fosters brand trust and loyalty throughout their lifetime.’
Internal documents disclosed in a child safety lawsuit suggest Google’s strategy to “integrate kids” into its ecosystem by supporting schools. In this November 2020 presentation, Google states that involving children in its ecosystem “fosters brand trust and loyalty throughout their lifetime,” as noted earlier by NBC News.
The heavily-redacted documents, which emerged earlier this week, are tied to a significant lawsuit filed by various school districts, families, and state attorneys general, alleging Google, Meta, ByteDance, and Snap of developing “addictive and harmful” products that negatively impact young users’ mental health. (Snap concluded a settlement earlier this week).
Google has invested over ten years in educational products while establishing Chromebooks as essential in classrooms. The 2020 document also encompasses a study on how the laptop brands utilized in educational settings have an “influence on purchasing behavior.”
Another slide within the presentation emphasizes a 2017 article from The New York Times, underscoring a quote that mentions Google is engaged in a competition to “reel in students as future customers.” This quote recurs multiple times in the presentation: “If you onboard someone onto your operating system early, then you secure that loyalty sooner, and possibly for life.” The document also proposes that YouTube in schools could establish a “pipeline of future users” and creators.
Concurrently, other slides address some hurdles related to introducing YouTube in schools, such as how the platform is “frequently blocked” and how “initiatives to ensure YouTube is safe for schools have not yet succeeded.” The documents also acknowledge the potential effects of YouTube on mental health, with one 2024 presentation showing a slide stating “many regret time wasted when they unwittingly ‘fall down the rabbit hole,’” or that YouTube “‘diverted’ them from tasks or even going to bed punctually.”
In an emailed response to The Verge, Google representative Jack Malon asserts that the documents “misrepresent” the company’s efforts. “YouTube does not directly market to schools and we have acted to address the significant demand from educators for top-quality, curriculum-focused content,” Malon states. “Administrators have complete authority over platform use, and YouTube necessitates schools obtain parental consent before permitting access to YouTube for students under 18.”
Jury selection for the social media addiction case will commence on January 27th, 2026.
