Meta has announced that Instagram will adopt a version of the US PG-13 film rating system to give parents greater control over their teenagers' use of the platform. Users under 18 will automatically be placed into a 13+ setting, which they can opt out of only with parental permission.
The new restrictions will hide or block posts containing strong language, risky stunts, and content that may encourage harmful behaviours, such as marijuana paraphernalia. Search terms like "alcohol" or "gore" will be blocked, even if misspelled. However, the rating will not completely prohibit nudity or moderate violence, akin to PG-13 films like Titanic or The Fast and the Furious.
The move follows independent research led by former Meta whistleblower Arturo Béjar, which found that 64% of new safety tools on Instagram were ineffective. Béjar stated, "Kids are not safe on Instagram." Meta rejected the findings and insisted that parents already have robust tools.
UK regulator Ofcom has demanded a "safety-first approach" from social media companies, warning of enforcement action for non-compliance. The Instagram updates will roll out in the US, UK, Australia, and Canada first, with Europe and the rest of the world following in early 2025.
Campaigners expressed scepticism. Rowan Ferguson of the Molly Rose Foundation said, "Time and again Meta’s PR announcements do not result in meaningful safety updates for teens... These further updates must be judged on their effectiveness and that requires transparency from Meta."
