Instagram is on the move to add another level of protection for both users and brands by allowing businesses to set a minimum age necessity for the branded content.
As seen in the above image, the Instagram creators could already set a minimum age requirement for their complete profile, but now they will have the option to establish age restrictions for the individual posts.
Businesses and creators can now set a minimum age for their branded content feed posts on Instagram. They can set a default minimum age or a minimum age for specific countries, or a combination of both.
This would be helpful for the brands that are looking to promote products in several regions where the age restrictions in different product categories differ. There are already broad age restrictions for specific product types. Over the counter drugs, alcohol, etc, they all come under particular regulatory categories on the platform which therefore limits such promotions already. The new process will be an addition to control the same and make sure that you are complying with all the legal necessities while enhancing your promotions.
Instagram has been working on updating its age requirements in order to safeguard younger users after several reports suggested that younger audiences are unknowingly sharing their personal data in the app. Instagram introduced age checks in the process of account creation last December and also experimented with minimum age checks for the business accounts to don’t let younger users share personal data in order to get the added insights available on the business profiles. Considering this, offering more ways to restrict the exposure and safeguard the younger users is important and this will provide brands another tool to manage their outreach.