Instagram is working on ensuring even better protection for both its young users and brands. The company is adding minimum age requirements for branded content on its platform.
Now, creators on Instagram can not only set a minimum age requirement for their entire profile, but also activate this option for individual posts.
The new setting feature provides three options, that a user can opt from: default minimum age, minimum age for specific countries, and a combination of both.
The new age requirement setting will be helpful for brands that are attempting to promote their products in various regions, where age restrictions in different product categories differ.
While age restriction is already a part of specific regulatory categories on Instagram, such as alcohol, over the counter drugs, financial advice, etc., the updated restrictions will add to the maximization of promotions while ensuring adherence to legal requirements.
Instagram took this step after user feedback suggested that young users of the app were involved in sharing of personal contact information in the app.
Last year, Instagram was testing minimum age checks for business accounts in an attempt to prevent younger users from sharing contact information in an effort to get the added insights available on business profiles.
A report released last year also suggested that more than two million Instagram users aged between 12-15 years had their phone and/or email information publicly listed on the platform. This evoked major concern for the company.
With better restrictions on age, the protection of young users could be enhanced, while also helping brands better manage their outreach.