Meta accepts U.S. safety rules while pitching softer tools abroad
As governments consider banning social media for under-16s, Meta is turning to influencers to argue that parental controls are a better solution.
In June, Indian actor Hiten Tejwani endorsed Meta's "Teen Accounts" campaign by sharing a reel with his 732,000 followers, promoting the platform's features for 13-16-year-olds. Tejwani, who had previously restricted his twin children's social media use, participated in the campaign despite receiving payment, believing it was an effort to provide parents with information rather than pushing children to use social media.
The campaign, launched in 2024, offers private accounts, screen time limits, and age-appropriate content for the targeted age group. As more countries consider banning social media for children under 16, Meta has been using influencer marketing, particularly parent influencers, to soften its image and counter potential bans. Katie Paul, director of Tech Transparency Project, states that the campaign is aimed at promoting safety features and portraying Meta as capable of self-regulation, rather than encouraging unrestricted social media use.
Meta has also hosted "screen smart" events to promote teen safety and parental supervision, while some influencers have large followings in various countries. However, a recent report found that 64% of the safety features for teens are broken, missing, or ineffective. While Meta has taken down over 160,000 accounts for child sexual abuse material, age estimation tools raise privacy concerns, and some experts argue that parental tools and youth accounts are preferable to outright bans.
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