A game's age rating doesn't tell you which ads it will show. San Diego County alleges that AppLovin, which supplies the technology that puts ads inside mobile apps and games, sent adult ads into children's mobile games even with parental controls turned on.
The county's lawyers say their tests in July and August 2026 found cannabis gummy ads in Hexasort, a game rated E for Everyone, on an Android device set up for a six-year-old with Google Family Link parental controls enabled. The county also alleges that AppLovin collected sensitive information from children's devices despite safeguards and choices to opt out. In a statement addressing critical investor reports, AppLovin CEO Adam Foroughi says the company does not track children's data, and that its policies prohibit partners from supplying children's data or using its advertising software with that data.
In the video I wonder whether Hexasort set up its ads correctly. The County's complaint says AppLovin's own systems, not any advertiser's instructions, steer these ads to young children (paragraph 42), and that in September 2024 AppLovin removed the setting app developers used to tell its software a player is a child (paragraphs 43 and 44).
Just because an app or a game is rated E for Everyone, or whatever the age rating is, doesn't mean it's okay. Any time you expose children to marketing systems, there's a lot of risk. By definition, marketing is about manipulation, though not always in an evil way, and in digital marketing that manipulation is personalized: it's based on studying each person and following how they behave, what games they play and what they do in those games. If a game makes money from ads, you never know which ads are going to run, but you do know the ads are trying to manipulate your kid, because that's what ads do.
When we talk about kids being safe on the internet, I don't think the internet itself is the problem, and it's not necessarily screen time. It really boils down to marketing exposure. So when you're deciding whether your kid should use an app or a game, I think a really good filter is to ask whether it has any marketing in it. A lot of things do, but it's a good red flag to pay attention to.
Sources:
County of San Diego news release, October 5, 2026: https://www.countynewscenter.com/county-introduces-new-consumer-fairness-and-public-protection-division-launches-three-major-lawsuits/
The County's complaint, People v. AppLovin Corporation, San Diego Superior Court (the Hexasort tests are in paragraph 35)
AppLovin CEO Adam Foroughi, "Note from our CEO": https://www.applovin.com/en/archived-blog/note-from-our-ceo
Full livestream, where I answer more viewer questions and cover news about kids and technology:
https://www.youtube.com/watch?v=pJ1sQRQOtn4
Family IT Guy helps parents protect their kids from the two biggest digital dangers: addictive algorithms and anonymous communication, and the ways AI is making both worse. Ben Gillenwater spent 30 years in cybersecurity, and he teaches this as a parent in the same trenches you are.
Website: https://www.familyitguy.com
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