The Motion Picture Association doesn’t share Meta’s view that the content people under the age of 18 might encounter on an Instagram Teen Account is comparable to what you might find in a PG-13 movie. The MPA has reportedly hit Mark Zuckerberg’s company with a cease-and-desist letter that objects to Meta’s use of the term “PG-13.”
To rewind, Meta revamped its teen-specific accounts — which were first introduced last year — last month, claiming that going forward the account content would be guided by PG-13 movie ratings. In a blog post explaining the change, it said: “Just like you might see some suggestive content or hear some strong language in a PG-13 movie, teens may occasionally see something like that on Instagram — but we’re going to keep doing all we can to keep those instances as rare as possible.”
As Engadget’s Karissa Bell pointed out at the time, while Meta openly acknowledged that no system is without its flaws, the analogy is a bit vague and confusing, especially as the company has tightened up some of its rules so that teens are no longer supposed to see any “sexually suggestive” content on the app. This is despite content of that nature often being present in a PG-13 movie.
In the cease-and-desist letter that The Wall Street Journal claims to have seen, the MPA has called Meta’s use of its ratings system in describing how the new teen account restrictions work “literally false and highly misleading.” It said that the established movie-ratings system is not comparable to Meta’s system, which it added appears to “rely heavily on artificial intelligence.” It also warned that potential issues with Meta’s classification metrics would “inevitably cause the public to question the integrity of the MPA’s rating system.”
Meta did also directly reference the PG-13 ratings system in its blog post when discussing its AI experiences, where it said that teens interacting with chatbots would not receive “age-inappropriate responses that would feel out of place in a PG-13 movie.” Meta told the WSJ that the changes were intended to make it easier for parents to understand its content policies by measuring them against something familiar, and that it was aware that “social media isn’t the same as movies.” Responding to the cease-and-desist letter, it said that it never tried to claim or imply any official PG-13 certification from the MPA.
