22 countries are reportedly considering similar policies, following bans in Australia, Brazil, and Indonesia.
The company is fighting back with a global campaign promoting its Teen Accounts, which offer private accounts, screen-time limits, and age-appropriate content for 13 to 16-year-olds. This campaign targets countries mulling social media bans for children under 16.
Meta’s Global Campaign: Influencers and Events
Meta is leveraging parent influencers and celebrities to promote Teen Accounts, particularly in countries like India, Canada, and Indonesia. These influencers, some with millions of followers, are paid to endorse the accounts, positioning Meta as capable of self-regulating child safety.
The company has also hosted “screen smart” events worldwide, including in the U.S., New Zealand, Malaysia, and the Philippines. In Australia, it sponsored “safety camps” for youth mental health, while in Indonesia, a commissioned survey revealed strong parental support for teen accounts with safety features.
Despite potential business motives, some influencers, like Indian parenting blogger Snehaalata Shah, believe the tools can help protect teens. Shah uses the teen account for her 14-year-old daughter to monitor follow requests, direct messages, and screen time.
On August 26, the company settled a major trial in the U.S., agreeing to make safety limitations the default for teens. With 22 countries considering similar policies, Meta’s global campaign is a strategic response to this growing threat.
In India, actor Hiten Tejwani promoted Teen Accounts to his 732,000 followers, despite barring his own 17-year-old twins from social media until they turned 16. Tejwani saw the campaign as an opportunity to inform parents, not encourage children to join social media.
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Meta’s Influencer Strategy: A Global Push
In Canada, Meta collaborated with momfluencers to showcase the benefits of Teen Accounts. These influencers, with their large followings, helped Meta reach a wider audience and shape public perception.
The Debate: Bans vs. Self-Regulation
David Greene, senior counsel at the Electronic Frontier Foundation, argues that age verification tools, while imperfect, are a better alternative to outright bans.
Greene highlights the potential risks of age estimation technology, including privacy concerns and data breaches. He advocates for a more subtle approach, emphasizing the importance of social media literacy education and parental tools like Teen Accounts.
Meanwhile, Katie Paul, director of the Tech Transparency Project, remains skeptical of Meta’s motives. She argues that the campaign is a strategic response to the growing threat of social media bans, which could significantly impact Meta’s growth plans.
In Indonesia, Meta’s commissioned survey revealed strong parental support for teen accounts with safety features. This finding shows the importance of understanding local contexts and tailoring campaigns accordingly.
Influencers’ Personal Motivations and Transparency
Shah shared a promotional video for Teen Accounts with her followers on July 7, the same day Meta announced its zero-tolerance policy for child sexual abuse material. She acknowledged the potential business motives behind these ads but still supports the tools to protect her teenage son.
Tejwani, despite initially participating in a paid campaign, continues to endorse Teen Accounts as a parent. He remains open to questions from parents and the media, emphasizing that his current promotion is not paid. Both influencers stand by their decisions, driven by personal experiences and a desire to inform others.