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(Bloomberg) — Google Inc.’s YouTube Kids app violates safeguards for children by deceptively blending advertising and programming, according to consumer groups that are asking U.S. regulators to investigate the company. The video service’s branded channels for Barbie, Lego, McDonald’s and other products show mostly advertising, and user- generated content fails to disclose relationships between video producers and product manufacturers, the groups said in a statement Tuesday. They are planning to file a complaint with the U.S. Federal Trade Commission. “YouTube Kids exploits children’s developmental vulnerabilities by delivering a steady steam of advertising that masquerades as programming,” Josh Golin, the associate director of the Campaign for a Commercial-Free Childhood, said in the statement. Niki Christoff, a spokeswoman for Google, and Peter Kaplan, a spokesman for the FTC, declined to comment.
Google, based in Mountain View, California, rolled out YouTube Kids earlier this year in a move to expand its audience with videos including Sesame Street and Thomas & Friends.
The FTC has authority to crack down on unfair and deceptive practices that hurt consumers. Google ran afoul of the agency last year when it agreed to pay $19 million to settle claims it failed to get parental consent for charges racked up by children playing games on mobile devices.
Federal communications law requires television programs directed at children to clearly separate programming from advertising. Those rules should apply to online video content, said Aaron Mackey, an attorney with Georgetown University’s Institute for Public Representation.
“No matter what screen you’re viewing it on, the same rules should apply,” Mackey said.
In addition to the Campaign for a Commercial-Free Childhood, other groups asking the FTC to investigate include the Center for Digital Democracy, the American Academy of Child and Adolescent Psychiatry, Consumer Federation of America and Public Citizen.

–With assistance from Brian Womack in San Francisco.

To contact the reporter on this story: David McLaughlin in Washington at dmclaughlin9@bloomberg.net To contact the editors responsible for this story: Sara Forden at sforden@bloomberg.net Romaine Bostick