Instagram on Tuesday strengthened its content filters for teen users to comply with the PG-13 standards applied to films.
The move comes as Meta and other social media platforms are under pressure to show that they do not put profit and engagement above the well-being of users, especially children.
Instagram called the improvement to content filtering the most important update to its teen accounts since launching last September.
The result will be that teens will see the same level of adult content on Instagram as they see in films with the voluntary PG-13 rating, introduced by the Motion Picture Association of America in 1984.
PG-13 ratings in U.S. theaters warn parents if there are scenes in films that may not be considered suitable for children under 13.
The rating is intended to warn parents that a film is considered slightly more intense in terms of nudity, violence or drug use than films that recommend parental guidance (PG) for viewing.
The decision to apply standards invented by the film industry for children under 13 is part of an effort to create “the most protective conditions” for teenagers, said Capucine Tuffier, Meta’s head of public affairs in charge of child protection.
Examples of content that could lead to PG-13 ratings include drastic diets or the glorification of alcohol or tobacco use.
Instagram parent Meta will continue to use age detection technology to spot teens who try to bypass restrictions by claiming to be adults, the social networking giant said.
Instagram already bans shocking or sexually explicit content from teen accounts.
According to Instagram, the update will result in posts that encourage potentially harmful behavior, such as “risky challenges,” being hidden from view and removed from recommendations.
The update is rolling out in Australia, Britain, Canada and the United States, with plans to expand to more countries in the coming months.
Film ratings under the program are determined by an independent classification and rating administration, consisting of parents.
People who want more control over what their kids see on Instagram can choose a “restricted content” option that prevents young users from seeing, writing, or receiving comments under posts.
According to Meta, the limited content option will be made available starting next year to slow down the conversations teens can have with artificial intelligence tools.
California this week passed a landmark law requiring chatbot operators to implement “critical” safeguards regarding interactions with AI chatbots.
The law comes after revelations of suicides involving teenagers who used chatbots before taking their own lives.
