Federal Trade Commission (FTC) received a complaint where privacy watchdogs accused Google of using unfair and deceptive marketing practices in its YouTube Kids app. It turned out that the app’s video selection contained material that parents could believe their kids would not access.

The complaint argues that Google blurs the line between advertising and programming for children. It claims that children are exposed to an endless stream of video content that may not disclose that they actually have deals with product makers.

YouTube Kids app was introduced a few weeks ago, positioned as the first product of the company designed from the ground up with children in mind. But the consumer rights groups argue that Google mixes and matches advertising and programming which can’t be done, for instance, on broadcast and cable television.

In addition, the complaint filed to FTC also alleges that YouTube violates its own advertising guidelines. For example, the company’s Advertising on YouTube Kids page reads that products related to consumable food and drinks are banned, while the stream of watchable videos includes a McDonald’s channel, marked “promotional consideration provided by McDonald’s”.

Industry observers point out that regulators often investigate advertising aimed at kids online. For instance, a few months ago, Yelp and TinyCo paid almost half million dollars to settle a case where they were accused of collecting personal information without explicit parental permission.

In response, a YouTube spokesperson explained that when developing the service for kids, the company consulted with numerous partners and child advocacy and privacy groups. Google claims it is always open to feedback on ways to improve the application for children.