Children and families requirements

The Assistant for Families program allows young children access to Google Assistant, with their parents’ consent and supervision through Family Link. We’ll add more information about the program soon.

All other parts of the Google Assistant experience are built for adult users and teens. It’s important not to suggest that Google Assistant, outside the Assistant for Families experience, is fit for use by young children.

General guidance

In locales where the Google Assistant for Families program is not available, do not depict children under the age of 17 speaking to or otherwise directly interacting with Google Assistant. It’s fine to depict a family environment in which parents use Google Assistant in the presence of their kids.

In locales where the Google Assistant for Families program is available, please avoid:

• Depicting children using features that are not available to child users in Assistant for Families, such as YouTube.
• Depicting children using Google Assistant unsupervised by a responsible adult.

Google Assistant devices with a screen

When marketing “shared” Google Assistant devices with a screen, the following requirements must be followed:

• Babies (children under 3) should never be shown in any marketing for Google Assistant devices with a screen.
• Children should never be shown interacting with these devices in any marketing. Children can be in the presence of such devices (i.e., they can watch non-kid content requested by an adult who remains present and part of the interaction), but they should never be shown interacting with or watching kids’ content on these devices.
• Google Assistant devices should not be shown in children’s bedrooms or other places (playroom, etc.) where we create the impression that kids would inevitably be using the device without adult supervision.
• If you choose to show teenagers interacting with these devices, the teenagers should clearly be above the ages requirements. So US marketing should have clear indicia that the child is in high school (over 13). EU marketing must provide indicia that the child is over 16. Do not choose actors who are technically the right age but appear younger.
• We have made some exceptions to these rules in the past when advertising was already in-flight, but we can’t do that going forward.

Google Assistant-enabled speakers without a screen

Google Assistant-enabled speakers without a screen are covered by slightly different restrictions. For such devices:

• Babies (children under 3) should never be shown in any marketing for Google Assistant speaker devices.
• Children should never be shown interacting with these devices without adult supervision.
• Google Assistant devices should not be shown in children’s bedrooms or other places (playroom, etc.) where we create the impression that kids would inevitably be using the device without adult supervision.
• All advertising that includes children under 13 interacting with the device must incorporate the Family Link logo lockups.
• If you choose to show teenagers interacting with these devices, the teenagers should clearly be above the age requirements. That means that US marketing should have clear indicia that the child is in high school (over 13). EU marketing must provide indicia that the child is over 16. Do not choose actors who are technically the right age but appear younger.
• Advertising that includes children should focus on children for ⅓ or less of the marketing piece.

Family Link

Find the Family Link logo lockups below.