Instagram’s attempt to introduce a PG-13 style content system for teens has sparked a legal showdown with the Motion Picture Association, which claims the feature misleads users into thinking it follows official movie standards.
Back on October 14, Instagram rolled out sweeping teen protections. Every user under 18 would be placed into a “13+” account setting designed to limit mature content. Meta positioned the system as taking inspiration from Hollywood’s PG-13 rules, with parents able to override restrictions.
That was enough to set off the MPA.
In a statement following the announcement, the film industry group blasted Instagram, saying Meta never contacted them and that tying the feature to PG-13 was inaccurate.
“We welcome efforts to protect kids from content that may not be appropriate for them, but assertions that Instagram’s new tool will be ‘guided by PG-13 movie ratings’ or have any connection to the film industry’s rating system are inaccurate,” the MPA said.
Now the criticism has escalated. The MPA has issued a cease and desist, calling Instagram’s language “literally false and highly misleading.”
According to the letter, the MPA said it spent decades “earning the public’s trust in its rating system” and Meta’s use could confuse the public by implying teen feeds match the same content standards as PG-13 films.
“Meta’s claim that its Teen Accounts will be ‘guided by’ or ‘aligned with’ the MPA’s PG-13 rating and that Teen Account content will be ‘similar to’ what would be seen in a PG-13 movie has the real potential to erode that trust.”
Instagram strikes back as the MPA sends cease and desist over PG-13 rating
Meta is pushing back. As reported by The Verge, the company argued it never suggested the feature is certified by the MPA and said it clearly noted there is no official affiliation.
“Meta has never claimed or implied that its Teen Account offerings are officially PG-13 rated or certified by the MPA – in fact, it has expressly stated the opposite,” they countered.
Instagram’s restrictions target strong language, risky stunt content, and posts that may encourage dangerous behavior, including marijuana imagery. They stack on top of existing bans covering sexual content, graphic violence, and promotions for adult products.
The PG-13 rating famously allows limited strong language and certain mature themes, but it hasn’t been without controversy. For instance, the MPA only allows one non-sexual F-bomb per PG-13 movie.
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