Meta pays influencers worldwide to counter teen social media bans
Investigation reveals Meta's global campaign using paid influencers and funded groups to keep teens on social platforms.
1Meta's global influencer campaign
According to a new Tech Transparency Project report, Meta is running a worldwide campaign to keep teens on social media. The company is applying tactics developed in the US across more than 10 countries. The effort relies on paid influencers and funded parent groups. For example, in Australia, an 'Instagram Safety Camp' was organized five months before the under-16 ban took effect.
2Origins in Australia
The report indicates the model first started in Australia. In July 2025, parent influencers were invited to an event at a Sydney Harbour venue. Attendees received branded swag and snacks. Meta officials argued that blanket bans don't work, promoting Instagram's parental supervision tools instead. Head of child safety Ravi Sinha claimed bans risk pushing teens to less safe spaces online.
3Paid content and transparency issues
Influencers relayed these messages but often used vague tags like #instagrampartner. The report suggests these tags may violate local advertising rules. Australia's consumer regulator prohibits burying ad labels in long hashtag lists. Meta maintains this is standard marketing practice that clearly discloses relationships. The company claims all partnerships comply with local regulations.
4Global implementation examples
The report documents similar messaging by Indonesian actor Darius Sinathrya (1.8M followers), Indian actress Juhi Parmar, and Brazilian actor Douglas Silva (3M followers). All posts were paid but disclosed with small tags. Meta reportedly spreads these messages through branded events like 'Instagram Safety Camp' or 'Screen Smart' initiatives worldwide.
5Funded intermediary organizations
Meta was found funding groups including Australia's ReachOut, New Zealand's Netsafe, and Brussels-based ThinkYoung. These organizations allegedly echoed Meta's anti-ban arguments, sometimes without disclosing funding. The groups state they set their own positions without Meta approval. At the EU level, Meta funds a youth advisory panel and parent network through ThinkYoung.
6Effectiveness of Teen Accounts
Meta promotes its supervised 'Teen Accounts' as protective measures. However, independent testing contradicts these claims. The Washington Post reported last year that the accounts 'fail spectacularly' to shield minors from harmful content. Tech Transparency Project's tests revealed similar gaps. Meta disputes these findings, citing over 40 global safety events since 2024.
7Legal challenges and responses
The report comes during a critical period for Meta. The company faces California lawsuits alleging it designed addictive features for children. Australia's under-16 ban took effect in December - Meta claims to have removed 750,000 accounts, but regulators found most teens remained online. France's under-15 ban was overturned on free speech grounds. Similar legislation is under discussion in the UK, Canada, Spain and parts of Asia.
8Industry implications
The Tech Transparency Project warns governments about Meta's efforts to create an illusion of parental support. Evidence of similar tactics was found from Ireland to Turkey. Meta defends its partnerships as standard, transparent practice. Spokesperson Edward Patterson argues blanket bans drive teens to less regulated internet spaces. The company denies instructing partners to advocate specific viewpoints.