Google's Youtube Kids mobile app is run on revenue generation motives, and it contains a mix of computer programming and deceptive commercial advertisements, according to consumer groups' advocates.
The consumer groups say that in a 7-minute video, Disney's "Frozen" characters eat ice cream and drink Sprite in a toy McDonald's.
That amounts to a violation of code of conduct that is applicable to children's media, especially the ones applied on television. The measures for all types of media should be similar, the advocates say.
It is mandatory for television programs aimed at children to distinctly seclude programming from advertising, according to Federal communications law.
"YouTube Kids exploits children's developmental vulnerabilities by delivering a steady stream of advertising that masquerades as programming," Josh Golin, associate director of the Campaign for a Commercial-Free Childhood said, according to Bloomberg.
It is a vulnerable issue since children are not mature enough to realize the difference between ads and programs.
Youtube Kids was launched as a "safer" alternative for kids in February. Google had said that the content showed on the app is family-focused.
Google said that it discussed various agencies, both children-oriented and parent-conforming, before launching the service.
"We are always open to feedback on ways to improve the app," said an e-mailed Youtube statement, the Star Tribune informs.
However, the consumer groups say that they will take this issue to U.S. regulators because the matter is sensitive enough.
"It takes unfair advantage of their trusting nature and lack of experience," said Angela Campbell with the Institute for Public Representation at Georgetown Law that is aiding the consumer forum.
Meanwhile, Google had to pay USD 19 million earlier for a similar case with Federal Trade Commission for failing to get parental consent for charges children incurred playing games on mobile gadgets.
The consumer groups said they will address this issue strongly with FTC.
Google did not elaborate about its motives. It just stated that it never aimed to show commercial advertisements to children.