Meta has announced a settlement with 52 attorneys general in the US, representing states, territories and the District of Columbia. If the court approves it, the company will pay up to $18 billion over 10 years for children's online safety initiatives. The lawsuit, filed by 29 states, accuses Meta of knowingly fostering addiction among teenagers. Meta does not admit wrongdoing.
What changes for underage users
- A default combined daily limit of two hours on Instagram and Facebook for users under 18, with reminders after every 15 minutes of continuous use.
- Access blocked from midnight to 6 a.m. by default.
- Notifications paused during school hours, from 8 a.m. to 3 p.m.
- The option of a chronological, non-algorithmic feed.
- Cosmetic surgery and heavy makeup filters switched off, and like counts hidden.
Around 30% of the amount depends on YouTube and TikTok also paying an equal sum and introducing a one-hour daily limit and other measures. Florida and New Mexico are not part of the settlement.
The European context
This is not just an American story. In September the European Commission presented draft legislation to restrict social media for children, known as the EU KIDS Act. You can read more in our analysis of the European rules.
What it means for business and marketing
Design is now a legal issue
Infinite feeds, late-night notifications and attention-retention mechanics are now seen as a risk, not just product decisions. That applies to smaller platforms, apps and online communities too.
Targeting young audiences is getting harder
If your product is aimed at teenagers, plan to rely less on algorithmic reach in social media and more on channels you own: your website, email with clear consent, and communities.
Your own website matters more
When platform rules change, your website remains the channel you control. That is why it needs to be fast, clear and well positioned in search. See how we approach SEO.
Source: Digitalk: Meta will pay up to $18 billion for children's safety (in Bulgarian). This article is an independent analysis by Penkov Studio.
