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Meta Promotes Teen Accounts Abroad Amidst U.S. Safety Scrutiny

Meta is actively promoting its "Teen Accounts" feature through influencer campaigns in countries considering child social media bans, while simultaneously agreeing to stricter safety measures in the U.S. This strategy aims to counter potential global restrictions that could impact Meta's growth.

Meta is utilizing influencer marketing, particularly targeting "momfluencers," to promote its "Teen Accounts" feature globally. These accounts offer private profiles, screen-time limits, and age-appropriate content for users aged 13-16. The campaign is notably active in countries contemplating bans on social media for minors under 16.

This global push coincides with Meta settling a U.S. trial on August 26, where it agreed to implement several safety limitations as default options for teenagers. Meanwhile, countries like Australia, Brazil, and Indonesia have already banned social media for those under 16, with at least 22 others reportedly developing similar policies.

According to the Tech Transparency Project, Meta's strategy is to present itself as capable of self-regulation regarding child safety, thereby arguing against the necessity of outright bans. The company also hosts "screen smart" events and sponsors youth services to promote teen safety and parental supervision.

While Meta faces criticism over the effectiveness of its safety features, with a whistleblower report indicating many are broken or ineffective, some experts argue that parental tools and youth accounts are preferable to bans. They suggest these measures, alongside social media literacy education, offer a better balance than outright prohibition.

Influencers involved in the campaigns, like Indian actor Hiten Tejwani and blogger Snehaalata Shah, acknowledge the business motive but emphasize the parental control and reassurance these tools provide. Tejwani, despite initial payment, maintains his belief in informing parents about available safeguards.

AI-samenvatting op basis van de bron.