Selling to Children: Instagram's Age Verification Failures Enable Targeted Advertising to Minors
Despite policy prohibitions, systemic age verification gaps allow advertisers to reach underage users with age-inappropriate products
Instagram's advertising platform officially prohibits targeting users under 13 and restricts certain ad categories for users between 13 and 17. But these protections are built on a foundation of self-reported birthdays and easily circumvented age gates, creating a system where millions of underage users are exposed to targeted advertising for products including weight loss supplements, cosmetic procedures, gambling apps, alcohol brands, and other age-inappropriate categories.
The age verification problem begins at account creation. Instagram requires users to enter a birthdate but performs no meaningful verification of the information provided. Research from Thorn and other child safety organizations has found that children routinely enter false birthdates to create accounts.
Key Takeaways
- Instagram's age verification relies on self-reported birthdates that children routinely falsify to create accounts
- Once registered with an adult birthdate users are exposed to the full range of targeted advertising including weight loss and gambling products
- Multiple state attorneys general have filed lawsuits and the FTC is investigating Meta's advertising practices related to minors
