In October, Instagram outlined changes to its content restrictions in order to make them easier to understand. The move effectively aligned the platform’s content standards with the more familiar movie ratings scales, meaning, for example that PG-13 would indicate a content setting that is safe for those under 13.
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In October, Instagram outlined changes to its content restrictions in order to make them easier to understand. The move effectively aligned the platform’s content standards with the more familiar movie ratings scales, meaning, for example that PG-13 would indicate a content setting that is safe for those under 13.
Which makes sense. Instagram, along with Meta more broadly, wants to ensure that parents can understand its content rules, and what it allows to be shown in its apps. As such, utilizing this established structure would help provide more familiar context.
Except that the ratings system is actually a proprietary device of the Motion Picture Association. As reported by Variety in November, the MPA sent a cease and desist letter to Meta, ordering the company to stop using the PG-13 classifier, noting, among other concerns, that Meta’s usage in this context is “false and highly misleading.”
That led to further discussion between the two groups. According to the New York Times, this has now led to Meta backing away from the use of the PG-13 branding within its ratings system.
In its statement, the MPA explained: “Today’s agreement clearly distinguishes the MPA’s film ratings from Instagram’s Teen Account content moderation tools.”
The MPA added that while it welcomes efforts to protect children from content that may not be appropriate, this agreement will help ensure that parents do not conflate the two systems, which operate in very different contexts.
As part of the resolution, the MPA said Meta has agreed to substantially reduce its references to the MPA’s “PG-13” mark when describing Teen Accounts.
In addition, Meta also agreed to include a disclaimer that will read: “There are lots of differences between social media and movies. We didn’t work with the MPA when updating our content settings, and they’re not rating any content on Instagram, and they’re not endorsing or approving our content settings in any way. Rather, we drew inspiration from the MPA’s public guidelines, which are already familiar to parents. Our content moderation systems are not the same as a movie ratings board, so the experience may not be exactly the same.”
The MPA said a shortened version of the disclaimer will be used where space is limited.
The agreement is designed to ensure that the MPA maintains control over its ratings system. It also establishes a clear division between the MPA’s approach and Meta’s approach, which may be different.
The MPA said that the terms of the agreement will take effect on April 15.
