YouTube is reportedly wrapping up its plans to curtail targeted ads for videos directed at children in the wake of a Federal Trade Commission investigation into whether the platform violated the Children's Online Privacy Act. It is, however, unclear how YouTube will define videos "directed at children" and how it would enforce the ban. Up until now YouTube has gotten around ad restrictions by arguing that YouTube, the primary site, is not for children (the company says kids should use YouTube Kids app, which does not use targeted ads). Still, nursery rhymes and cartoon videos on the main site have billions of views. The platform’s many issues with children’s content-–horrific imagery, harassing comments-- have troubled its video creators, worried parents and empowered rivals. Getting rid of targeted ads on children’s content could hit Google’s bottom line–but this solution would be far less expensive than other potential remedies that aim to placate regulators.