For years, it’s been like walking into a pub with no ID checks or bouncers, where kids, teens, and adults are all getting served the same content. But that’s changing.
Instagram is about to launch AI-powered age checks, with trials starting in the US now. This isn’t just any ordinary update; it’s a move to catch teens who lie about their age when signing up. If the AI detects a fib, the account is automatically switched to a teen account with stricter privacy settings and content restrictions.
Key Highlights:
- AI on the hunt: Instagram’s AI will now actively search for accounts that might belong to teens, even if they entered a fake birthdate. It’ll scan for clues like “Happy 15th Birthday” or age-related engagement patterns.
- Teen account restrictions: These accounts are private by default, limit direct messages, and restrict sensitive content.
- Screen time alerts: Teens will get notifications if they spend more than 60 minutes on the app, and a “sleep mode” will disable notifications from 10 p.m. to 7 a.m.
- Parental involvement: Parents will receive alerts and tips on discussing the importance of honest age representation online.
Meanwhile, Ofcom has published its final child safety measures for sites and apps to introduce from July – a shake-up under the UK’s Online Safety Act. Platforms now have to prove who’s using their services, adjust algorithms to keep harmful content away from kids, and assign named accountability for child safety. If they fail to comply, big fines should be expected, or even UK-wide bans.
All this has sparked a bit of a backlash – “too far,” “not far enough,” “won’t work.” However, this is good news for advertising.
Why is this good news for advertising?
When you don’t know who you’re speaking to, you may play it safe. Clearer age boundaries mean we can finally be more specific.
Smarter targeting – more relevant messaging.
Stronger safety – better environments for brands.
Defined audiences – more creative freedom.
We don’t have to dilute ideas to suit “everyone” anymore. We can create ads that hit home and actually engage. If the internet’s finally growing up, the best thing we can do is grow with it.
Want to make smarter and sharper campaigns. Get in touch today: kim.mclellan@hunterlodge.co.uk