Instagram Protects Teens: Private Accounts, Ad Limits & Safety

Instagram Enhances Safety Measures for Teen Users

In preparation for broadening access to younger demographics, Instagram has unveiled a suite of updates intended to foster a more secure online environment for teenagers. The platform will now automatically set new user accounts to private if the user is under 16 years of age – or 18 in specific regions, notably within the European Union.

Account Privacy and Existing Users

Furthermore, Instagram will encourage current users under the age of 16 who haven't already done so to transition their accounts to private. These changes aim to provide a greater degree of control over who can view their content.

The platform is also implementing new technologies designed to minimize unwanted contact initiated by adults. This includes individuals who have previously been blocked or reported by other teenage users. Simultaneously, adjustments are being made to how advertisers can target teenage audiences.

Defaulting to Private Accounts

The most immediately noticeable alteration for younger users will be the default setting to private accounts.

Previously, upon creating a new Instagram account, users were prompted to select either a public or private profile. However, Instagram’s research indicates that 80% of young people opted for the “private” setting during account creation. Consequently, this option will now be the standard for users under 16.

It’s important to note that this change doesn’t mandate permanent privacy. Users can switch to public accounts at any time, even during the signup process. Existing public account holders will receive notifications highlighting the advantages of private accounts and instructions on how to make the switch, though they won’t be forced to do so.

Following TikTok’s Lead

This move mirrors a similar adjustment made by TikTok earlier this year, which updated privacy settings and defaults for users under 18. TikTok made accounts for users aged 13 to 15 private by default and also tightened controls over features like comments, video downloads, Duets, and Stitches.

While Instagram isn’t imposing restrictions on other settings beyond the default account type, it is actively addressing concerns related to adult interaction within a platform also used by minors.

Combating Suspicious Behavior

Instagram will deploy new technology to identify accounts exhibiting “potentially suspicious behavior,” such as those recently blocked or reported by young teens. This is just one factor in Instagram’s broader system for detecting suspicious activity, with other signals remaining undisclosed to prevent manipulation.

Accounts flagged as “potentially suspicious” will face restrictions on interacting with young users’ accounts. Specifically, young people’s accounts won’t appear in Explore, Reels, or “Accounts Suggested For You” for these adults. Searching for a young person’s account will prevent the adult from following them, and they will be unable to comment on their posts or view comments from young users on other posts.

(Instagram clarifies that reporting and blocking parents is unlikely to trigger these restrictions, as the algorithm considers a combination of factors.)

Building on Existing Restrictions

These new limitations complement earlier measures introduced by Instagram, which limited adults’ ability to contact teens who didn’t already follow them. This allowed teens to maintain connections with family and friends while reducing unwanted contact from strangers.

Restricting problematic adults’ access to young teens’ content is more comprehensive than approaches seen on platforms like TikTok and YouTube, where disturbing comments frequently appear on videos featuring young people, often involving sexualization and harassment. YouTube even disabled comments on videos featuring minors due to the prevalence of a pedophile ring.

Instagram is opting for a selective approach, identifying and restricting bad actors rather than completely disabling comments.

Changes to Advertising Targeting

Another significant change, rolling out in the coming weeks, concerns advertising targeting for users under 18 (or older in certain countries). Previously available targeting options, based on interests or activity on other apps and websites, will be removed. Advertisers will be limited to targeting based on age, gender, and location. This policy will apply across Instagram, Facebook, and Messenger.

This decision was influenced by recommendations from youth advocates, who argued that younger individuals may lack the capacity to make informed decisions regarding opt-out options for interest-based advertising.

However, Facebook’s ad network has faced scrutiny from regulators and competitors, prompting the company to diversify its revenue streams beyond advertising, including e-commerce, in anticipation of potential business changes.

Navigating a Changing Landscape

Recent iOS updates from Apple restricted Facebook’s data collection from third-party apps, requiring user consent for tracking. The majority of users opted out. Furthermore, advocacy groups have called for the elimination of personalized ads for those under 18, extending beyond the current protections for children under 13.

Simultaneously, Instagram has been exploring the possibility of opening its platform to children under 13. These changes are intended to demonstrate a commitment to youth safety to regulators.

Expanding Youth Advisory Group

Instagram has expanded its “Youth Advisors” group to include experts such as Jutta Croll at Stiftung Digitale Chancen, Pattie Gonsalves at Sangath and It’s Okay To Talk, Vicki Shotbolt at ParentZone UK, Alfiee M. Breland-Noble at AAKOMA Project, Rachel Rodgers at Northeastern University, Janis Whitlock at Cornell University, and Amelia Vance at the Future of Privacy Forum.

The group also includes the Family Online Safety Institute, Digital Wellness Lab, MediaSmarts, Project Rockit and the Cyberbullying Research Center.

Instagram is also collaborating with lawmakers on age verification and parental consent standards, with further details expected in the coming months. The platform is utilizing A.I. technology to estimate users’ ages, based on signals like birthday wishes, to further protect young users and enforce the new restrictions.