In February, Google introduced the YouTube Kids mobile app. The app was projected as a safer place for children to view videos as the content was family oriented. The content has been filtered for viewing by children but the app contains lot of advertisements.

But a group of consumer advocates said that the app is full of advertisements and product placements. Therefore, it becomes difficult to differentiate between entertainment and commercials.

In a letter Tuesday, the consumer advocates have asked the Federal Trade Commission to investigate the matter. As per the activists, digital media should follow the same rules as television, where commercial content is limited with regard to kids' programming.

Angela Campbell with the Institute for Public Representation at Georgetown Law provided the legal counsel to the coalition was of the view that being a consumer, it is your right to know who is trying to persuade you.

Advantage of children can be taken because of their trusting nature and lack of experience. On Monday, You Tube released a statement, "When developing YouTube Kids, we consulted with numerous partners and child advocacy and privacy groups. We are always open to feedback on ways to improve the app".

As per the consumer groups, the video mixes commercial and entertainment content in such a way that would not be allowed on television. To cite an example, when one searches for 'My Little Pony', the options are lengthy advertisements for My Little Pony Play-Doh and toy kitchen sets.

The letter stated that if children are viewing these videos on a tablet or smartphone and not on television screen then it does not make it less unfair or deceptive.

Center for Digital Democracy, the Campaign for a Commercial-Free Childhood, American Academy of Child and Adolescent Psychiatry, Consumers Union, Corporate Accountability International and Public Citizen are the groups that signed the letter.