TL;DR
Meta is sponsoring influencers abroad to promote Teen Accounts, aiming to avert social media bans for under-16s that would threaten its user growth, even as safety features fail.
In June, Indian actor Hiten Tejwani told his 732,000 Instagram followers that 'Instagram is okay' in a reel promoting Meta's Teen Accounts. Ironically, he had barred his 17-year-old twins from social media until they turned 16.
The video came after a Zoom call with Meta reps, and Meta paid him. Such reels are multiplying globally, especially in countries considering bans on under-16 social media.
Soft PR against hard bans
Tech Transparency Project, a US research group, reports that Meta is using 'momfluencers' to promote Teen Accounts, from India to Canada to Indonesia. These influencers have hundreds of thousands or even millions of followers.
The underlying message is that Meta can self-regulate, making bans unnecessary, says director Katie Paul. Australia, Brazil, and Indonesia have already banned under-16s, and at least 22 other countries are drafting similar policies.
Safety promises, broken features
Meta has also hosted 'screen smart' events, sponsored mental health services, and commissioned surveys showing parental support. But a 2025 whistleblower report evaluating 53 safety features found 64% broken or missing.
Indian blogger Snehaalata Shah participated and still promotes the tools, because her 6-year-old already bypasses time limits. Tejwani stands by his decision, saying 'It is compensation, but also heartfelt.'
Bottom line: bans threaten growth, so Meta pays influencers to say nice things, while safety features may be mostly for show.
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