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Facebook and Instagram Tighten Advertising Rules for Teens

Advertisers will be prohibited from using gender to target ads to teenagers on Facebook and Instagram, in line with the new guidelines set to effect in February. Meta, the social media giant, is reforming its advertising policy for young users in response to worries regarding online child safety in the United States and Europe.

“We understand that teenagers may not possess the same level of understanding as adults when it comes to making decisions about how their data should be employed for advertising, especially when ads are geared towards products that can be purchased,” the company expressed in a blog post. “Therefore, we are further limiting the options available for advertisers to reach teens, in addition to the information we use to show ads to teens.”

Apart from removing gender as a targeting option, the new policy also ensures that user activity cannot be used to tailor ads for teenagers. It was already prohibited for advertisers to access their activity on other websites. Now, their engagement with particular Facebook and Instagram posts will no longer be utilized to determine the type of ads young users view.

The latest guidelines specify that age and location are the only parameters that Meta will take into account when serving ads to teens. “Age and location are used to make sure teens see ads that are suitable for their age and products and services that are available in their area,” the company clarified.

Meta also plans to give teens more control over the type of ads they see, adding a “See Less” option to their Ad Preferences settings starting in March. “For instance, if a teen wants to receive fewer ads about a certain TV show genre or an upcoming sports season, they should be able to tell us that,” the blog post stated. Additionally, users will be able to hide all ads from a particular advertiser.

The child safety issue has come into focus in both the US and Europe in recent months as regulators attempt to reduce the risks of early social media use. In December, Meta organized a “Youth Safety and Well-Being” summit to develop principles for providing age-appropriate online experiences, taking into account advice from child developmental specialists, UN children’s rights principles, and global regulation. “I think everyone has a role to play,” said Nick Clegg, President of Global Affairs at Meta. “Social media companies have a responsibility; families, parents, governments, regulators – all of them have a part to play regarding this. It’s perfectly legitimate for regulators to take action in this space.”

Related Topics:facebook Instagram IT Tech

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“.CAM” Ranks Among the Top 3 TLDs for Live and Video

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