Instagram forces PG-13 rules on every teenage user

Instagram will restrict content shown to teenage users based on film classification standards, automatically placing accounts belonging to under-18s into a PG-13-equivalent setting they cannot disable without parental permission, the company announced on Tuesday.

The changes represent the most substantial overhaul to Teen Accounts since Instagram introduced the feature last year, affecting hundreds of millions of adolescent users globally. The platform will deploy age prediction technology to enforce restrictions even when users claim to be adults.

Teenagers will see content comparable to material appearing in PG-13-rated films, meaning occasional strong language or suggestive material may appear but the platform will work to minimise such instances, Instagram said in a statement.

The updated policies expand existing restrictions that already hide sexually suggestive content, graphic images and adult products including tobacco and alcohol from teenage feeds. New rules will additionally block or avoid recommending posts containing strong profanity, dangerous stunts and content encouraging harmful behaviours such as marijuana paraphernalia.

Instagram conducted surveys of over 3 million content ratings from parents worldwide to refine its age-appropriate guidelines. A recent Ipsos survey commissioned by Meta found 95% of US parents believe the updated settings will prove helpful, whilst 90% said the changes will clarify what content their teenagers encounter.

Accounts sharing mature content face blanket restrictions

Teenagers will no longer be able to follow accounts that regularly post age-inappropriate material or whose usernames and profiles suggest unsuitable content. Teens already following such accounts will lose access to their posts, direct messaging capabilities and comments.

The platform will block these accounts from following teenage users, sending them messages or commenting on their posts. Instagram will also suppress such accounts in search results and recommendations.

The company has expanded its blocked search terms beyond existing restrictions on suicide, self-harm and eating disorders to include mature keywords like “alcohol” and “gore,” working to maintain blocks even when terms are misspelt.

Content violating the updated guidelines will be filtered from recommendations in Explore, Reels and feeds, even when shared by accounts teenagers follow. Links to such content sent via direct messages cannot be opened.

Instagram’s artificial intelligence systems will also adhere to PG-13 standards, avoiding responses inappropriate for the rating level.

Stricter controls for cautious parents

Instagram will offer a “Limited Content” setting for parents seeking restrictions beyond PG-13 standards. The option filters additional material and removes teenagers’ ability to view, post or receive comments. From next year, the setting will further restrict AI conversations.

An Ipsos survey found 96% of US parents appreciated having the stricter option available regardless of whether they would activate it.

Parents using supervision tools will be able to flag posts they believe should be hidden from teenagers and explain their reasoning. Instagram will prioritise review of flagged content not already blocked and inform parents of outcomes.

The platform will conduct regular surveys inviting parents to review posts and confirm whether they consider them appropriate for adolescents, using feedback to adjust guidelines. In September surveys of US and UK parents reviewing content recommended to teens, fewer than 2% of posts were deemed inappropriate by most respondents.

Gradual rollout begins in four countries

The updated content settings begin rolling out today to Teen Accounts in the United States, United Kingdom, Australia and Canada, with full implementation expected by year’s end.

Instagram plans to expand the changes globally, extend protections to users who falsely claim adult status, and introduce similar age-appropriate content restrictions to Facebook’s teenage users.