Meta has agreed to stricter child safety rules in the United States while simultaneously adopting a more lenient approach in other regions. The company is using influencer campaigns to challenge growing global restrictions on under-16 social media use, even as it settles a major trial in the U.S.
On August 26, the company settled a major trial in the U.S., agreeing to make several safety limitations the default option for teens. This move follows years of criticism over risks related to child exploitation and mental health concerns on its platforms. The agreement marks a significant shift in how Meta operates in the U.S., where regulators have pushed for stronger protections for minors.
Global pushback against teen social media bans
While adapting to U.S. demands, Meta is actively resisting similar restrictions abroad. Australia, Brazil, and Indonesia have banned social media for kids under 16, and at least 22 other countries are reportedly designing and proposing similar policies. In response, Meta has launched a global campaign that targets parents through influencers, celebrities, and child safety organizations. The goal is to promote its Teen Accounts program, which was introduced in 2024.
The campaign relies heavily on paid promotions, such as a reel by Indian actor Hiten Tejwani, who has 732,000 followers. Tejwani, who had barred his 17-year-old twins from social media until they turned 16, told his followers that “Instagram is okay” in a reel promoting Meta’s Teen Accounts. The reel was made after a Zoom call with Meta representatives, who explained what their campaign endorsed. Teen Accounts gives 13- to 16-year-olds private accounts, screen-time limits, and age-appropriate content. Tejwani, who was paid for the campaign but did not disclose the amount, said that he agreed to participate because he saw it as an effort to inform parents rather than encourage every child to join social media.
Meta’s strategy varies by region but centers on using high-profile figures to argue that its safety features—such as supervised teen accounts—are better than outright bans. Snehaalata Shah, an Indian parenting and travel blogger with 238,000 followers, posted a promotional reel for Teen Accounts on July 7. This was her first paid campaign for Meta, and she did not wish to disclose the name of the agency that approached her.
The teen account for her 14-year-old daughter lets Shah keep track of follow and direct message requests and screen time. “The main takeaway for parents is that there are tools and safeguards available to make social media more age-appropriate for teenagers and to give parents more control and reassurance,” Sonam Jaggi, who runs the account @momavengers with 322,000 followers, said.
Katie Paul, director of the Tech Transparency Project, described the campaign as an effective tool for shaping public perception. Meta has organized “Screen Smart” events in the U.S., New Zealand, Malaysia, and the Philippines. In Australia, it sponsored a youth mental health service conducting “safety camps.” In Indonesia, Meta commissioned a survey, which revealed “overwhelming” parental support for teen accounts with safety features.
Broken safety features expose Meta’s flawed protections
A November 2025 report by a Meta whistleblower and several online kids safety organizations evaluated 47 out of 53 safety features for teens. It found that 64% of the features were broken, missing, or ineffective. David Greene, senior counsel at the nonprofit digital rights group Electronic Frontier Foundation, acknowledged that Meta’s parental controls are preferable to bans but stressed the need for broader social media literacy programs. These should be led by influencers, schools, or governments to address underlying issues rather than relying solely on platform restrictions.
The Electronic Frontier Foundation has also warned that such systems could suppress discussions on sensitive topics, further limiting free expression for young users.