Meta Ads Compliance: Avoiding Teen Targeting Risks
Advertising Strategies
Jul 28, 2025
Navigating teen advertising on Meta requires understanding strict compliance rules to avoid legal risks and ensure responsible marketing practices.
Advertising to teens on Meta platforms has become a complex and high-risk area. Recent legal changes and platform policies now restrict how advertisers can target users aged 13–17. Missteps can lead to fines, reputational damage, and even account bans. Here's what you need to know:
Key Restrictions: Advertisers can only target teens based on age and city-level location. Gender, interests, and behavioral data are off-limits.
Regulations: Laws like COPPA, GDPR-K, and the EU's Digital Services Act enforce strict rules for teen privacy and safety.
Platform Safeguards: Meta has banned ads promoting harmful content (e.g., diet or self-image issues) and introduced stronger protections for teen accounts.
Compliance Risks: Violations can result in rejected ads, account restrictions, or legal penalties, with fines reaching millions of dollars.
Safer Strategies: Focus on contextual advertising, parental consent, and AI tools to ensure campaigns meet compliance standards.
To stay within the rules, prioritize safety, transparency, and responsible ad practices. Non-compliance isn't worth the cost.
Meta and Google Accused of Secretly Targeting Teens with Ads | WION Podcast
Main Compliance Risks in Teen Targeting
Targeting teens in marketing comes with a host of challenges, including legal, platform, and reputational risks that can significantly impact businesses. Let’s break down these risks and understand their implications.
Legal and Regulatory Risks
Violating laws like COPPA (Children's Online Privacy Protection Act) can result in hefty penalties. The Federal Trade Commission (FTC) imposes fines of up to $53,088 per violation, and multiple infractions can quickly escalate into millions of dollars in penalties. The gaming world has already felt the sting of such enforcement. For example, Epic Games, Inc., the maker of Fortnite, settled with the FTC for a staggering $520 million for breaching COPPA and Section 5 regulations. Similarly, another game developer faced a $20 million fine in January 2025 over loot box-related violations [2].
In Europe, regulations like the Digital Services Act (DSA) and Digital Markets Act (DMA) add even more complexity. The DSA can fine platforms up to 6% of their global annual revenue for failing to assess risks tied to features that could harm minors. The DMA is even tougher, with fines reaching up to 20% of global annual revenue for repeat violations. For instance, on April 23, 2025, Meta was fined EUR 200 million by the European Commission for breaching the DMA [3][4].
Data privacy laws such as GDPR-K raise the bar further, requiring explicit parental consent for processing children's data. Advertisers must tackle challenges like age verification, consent mechanisms, and strict data minimization rules. Non-compliance with these regulations can lead to severe financial and legal consequences [3].
On top of these legal hurdles, platform-specific rules create additional barriers for advertisers.
Meta Platform Restrictions
Meta has introduced stringent protections for users under 18, categorizing them as a group that requires extra safeguards. As of April 8, 2025, there are over 54 million active Teen Accounts globally, and 97% of teens aged 13–15 remain under these protections [6]. These accounts come with built-in restrictions, limiting advertising reach and access to certain platform features.
Meta has also rolled out additional safety measures for teens. For instance, users under 16 are now restricted from using features like Live streaming or disabling protections in direct messages without parental approval. These changes, set to take effect on Instagram between June and July 2025, reflect Meta’s ongoing efforts to enhance safety.
"We're introducing additional Instagram Teen Account protections, so teens under 16 won't be able to go Live or turn off our protections from unwanted images in DM without a parent's permission." – Meta [6]
Ads targeting teens face stricter guidelines. Meta prohibits ads that promote negative self-image, particularly around sensitive topics like diet, weight loss, or health issues. Content that encourages harmful behaviors, such as self-injury or disordered eating, is also banned. Furthermore, ads cannot discriminate based on personal attributes like age or imply such attributes [1].
These restrictions force marketers to rethink how they engage with younger audiences. Strategies must align with limits on direct messaging, live streaming, and content visibility, all while meeting safety standards and gaining parental approval [6].
What Happens When You Don't Comply
Failing to comply with these rules can lead to serious consequences, including ad disapproval, account restrictions, permanent bans, and even legal action. Meta’s policies are strict, and violations often result in immediate ad rejection or business account limitations, sometimes without prior notice [3].
"Meta Ads Policy is a comprehensive framework designed to ensure that advertisements on Meta platforms are safe, relevant, and respectful." – SafeMyLeads [3]
Non-compliance also affects brand visibility. For example, in the United Kingdom alone, over 33,000 pieces of content were restricted in 2024 due to policy violations [3]. Beyond financial penalties, the reputational damage can be long-lasting. Brands that fail to protect teen users may face backlash from parents, advocacy groups, and media outlets, tarnishing their public image.
The financial stakes are enormous. In 2024, Meta’s ad revenue grew by 22%, reaching over $160 billion [3]. Losing access to such a major advertising platform could mean missing out on a significant audience and revenue stream. And the enforcement is only becoming stricter. Meta is now extending some teen protections to adult-managed accounts featuring children, signaling a broader commitment to user safety [5].
In this evolving landscape, businesses must stay ahead of regulatory and platform requirements. Ignoring these changes could result in losing access to key audiences and facing severe financial and reputational consequences. Proactive compliance is no longer optional - it’s essential for survival.
How to Reduce Teen Targeting Risks
Navigating the complexities of advertising to teens can feel daunting, but with the right strategies, businesses can connect with younger audiences while staying within legal boundaries. Here’s how to approach it responsibly.
Setting Up Age Verification and Parental Consent
Ensuring compliance when advertising to teens starts with accurate age verification and obtaining parental consent. These steps aren't just good practice - they're legal requirements. For example, Meta has suggested that app stores should handle age verification, while Apple believes individual apps are better suited for the task. Regardless of the method, current laws demand that tech companies verify users' ages and secure parental consent for those under 18 [7].
Surveys reveal that three out of four parents oppose teens under 16 downloading apps without their consent [8]. Moreover, 80% of American parents, along with lawmakers across 20 states, believe app stores are in the best position to provide this oversight [7].
"Parents want a one‑stop‑shop to oversee their teen's online lives, and 80% of American parents and bipartisan lawmakers across 20 states and the federal government agree that app stores are best positioned to provide this." – Rachel Holland, Meta Spokesperson [7]
Meta has already implemented AI tools to verify user ages, even flagging accounts that appear to belong to teens despite incorrect birthdates during registration [10]. Instagram Teen Accounts now include features that limit who can contact teens and restrict the content they can view [8].
For advertisers, practical steps are key. Teens under 16 must get parental approval to adjust the built-in protections on their accounts [9]. Features like time limits for Instagram use and sleep mode, which mutes notifications overnight, can further enhance these safeguards [9]. Parents should also be encouraged to discuss the importance of accurate age reporting with their teens [10].
This focus on age verification and consent is gaining traction worldwide. In the EU, three-quarters of parents support requiring parental approval for app downloads for teens under 16 [11]. Meta has even endorsed proposals for a unified Digital Majority Age across EU nations, which would mandate parental consent for younger teens accessing digital services [11].
After tackling age verification, businesses can shift their focus to contextual advertising as a safer way to reach their audience.
Moving to Contextual Advertising
Contextual advertising offers a way to minimize compliance risks by targeting ads based on webpage content rather than personal data [13][15]. This approach is gaining momentum, with the global contextual advertising market projected to reach $335.1 billion by 2026 [14]. By 2030, annual spending on contextual ads is expected to hit $562 billion [17]. This shift reflects growing consumer concerns, as 68% of people worry about how their data is used in advertising [17].
Modern systems use AI to analyze webpage content - examining tone, sentiment, and structure to determine the best ad placements [17]. The results are promising: targeted ads saw a 17% higher click-through rate in 2024, and behavior-based personalization nearly doubled conversion rates [16]. With the decline of third-party cookies, 42% of brands plan to increase their spending on contextual advertising [16].
"With contextual, ads are targeted based on the content the audience is consuming in the present moment, ensuring they're captured in the right frame of mind to be receptive to the ads." – Samantha Allison, Director at StackAdapt [12]
To get started with contextual advertising, choose relevant topics and keywords for your campaigns [14]. Use negative keywords to filter out irrelevant sites and monitor performance metrics like cost-per-click, conversion rates, and overall ROI [14]. Pre-built or custom contextual segments can also enhance results, especially when combined with demographic data [15]. This method works across platforms such as connected TV, mobile apps, and YouTube, offering added brand safety by avoiding inappropriate content [14][15].
Once your advertising strategy is in place, AI tools can help ensure compliance remains seamless.
Using AI-Powered Compliance Solutions
AI-powered tools simplify compliance by automating campaign optimization while staying within legal limits. For example, AdAmigo.ai, a Meta Business Technology Partner, uses AI to analyze ad accounts and optimize campaigns for better results, all while adhering to compliance requirements. Advertisers can set budgets and restrictions, allowing the AI to either operate autonomously or submit recommendations for review. This is particularly useful for teen-targeted campaigns, as the system tracks policy changes and adjusts campaigns accordingly.
Even businesses new to Meta ads can benefit from AdAmigo.ai. Its bulk ad launching feature allows advertisers to deploy hundreds of ads with a single click, making it easier to test and refine compliant strategies at scale. Setup is simple - connect your ad accounts, complete a short onboarding process, and receive instant recommendations to improve campaign performance.
Teens interact with an average of 40 apps per week, spanning gaming, streaming, messaging, and browsing [11]. This means advertisers have numerous touchpoints to manage, making automated compliance monitoring essential for staying on track across platforms and campaigns.
Future Trends in Teen Advertising Compliance
As regulations surrounding teen advertising continue to evolve, advertisers will need to adjust their strategies to prioritize safety and stay ahead of the curve. With new state and federal laws emerging, taking a proactive approach is critical - not just reacting to these changes, but anticipating them.
Tracking New Regulations
The landscape for teen-focused advertising is becoming increasingly intricate, as states push forward on privacy protections for younger audiences. For instance, ten states have extended data protection laws to cover teens up to 17 years old, moving beyond the Children’s Online Privacy Protection Act (COPPA) standard, which applies to children under 13[20].
Some of these state laws are already reshaping the rules. Florida's Social Media Safety Act, set to take effect on January 1, 2025, mandates that social media platforms verify users' ages and delete accounts belonging to anyone under 14 - or even accounts suspected of belonging to users younger than 14[19]. Maryland has gone even further, banning targeted advertising and the sale of personal data for individuals under 18, with no exceptions allowed[18][21].
At the federal level, proposed legislation like COPPA 2.0 and the Kids Online Safety Act (KOSA) could establish nationwide standards, potentially overruling the current state-by-state patchwork of laws[18]. This is no small challenge for advertisers - nearly 60% of U.S. companies report struggling to keep up with the growing complexity of state privacy laws[25].
Globally, the trend is clear: as of 2024, 144 countries - representing over 82% of the world’s population - have enacted some form of data privacy legislation[25]. This means advertisers must not only monitor regulatory updates but also adopt a forward-thinking, safety-first approach.
Using a Safety-First Approach
Putting safety first means prioritizing the well-being of teens over expanding reach or engagement. This involves building robust safeguards and maintaining transparency with both parents and teens.
For example, 94% of U.S. parents find Teen Accounts helpful for protecting young users[22]. Matthew Sowemimo, head of child safety policy at the NSPCC, emphasizes:
"dangerous content shouldn't be there in the first place"[22].
Key strategies to ensure a safer advertising environment include:
Using inclusion lists to ensure ads only appear in verified, secure spaces[24].
Switching to contextual targeting instead of behavioral targeting, avoiding the collection of minors’ personal data[24].
Leveraging AI tools to analyze and approve content before ads are shown[24].
Companies can also conduct impact assessments for products likely to be used by children[21], improve age verification systems, and strengthen parental controls[21]. Other steps include enforcing strict default privacy settings for minors[21], offering tools for parents to report harmful behavior[21], and addressing risks to youth, such as those linked to mental health, eating disorders, and substance abuse[21]. Additionally, algorithms should be designed to guide teens away from harmful content and toward supportive resources[23].
Regular Training and Awareness
Regulatory compliance and safety measures require continuous education and awareness. Many companies are now tracking privacy metrics and appointing privacy officers to lead these efforts[25]. Additionally, 91% of organizations recognize the need to reassure customers about how AI handles personal data[25].
Technology is playing a growing role in managing compliance. Nearly half (45%) of organizations use privacy management software to meet regulatory requirements, and 72% report improved compliance after adopting automated solutions[25]. Tools like AdAmigo.ai simplify this process by automatically monitoring policy updates and adjusting advertising campaigns to remain compliant.
Training programs should focus on practical compliance techniques, such as obtaining clear consent, respecting user preferences, minimizing data collection, and ensuring transparency in how data is used[21]. These efforts are about more than avoiding fines - they help build trust with families and promote long-term, responsible advertising practices.
The investment in compliance pays off. A striking 95% of organizations believe the benefits of privacy compliance outweigh the costs, and 80% report that privacy laws have positively impacted their operations and customer relationships[25]. This is especially critical when engaging with teen audiences, where trust and safety are non-negotiable.
Conclusion: Managing Teen Targeting Risks Responsibly
Effectively addressing the risks of targeting teens with Meta ads calls for a safety-first mindset and a commitment to adapting strategies in a shifting landscape. Advertisers must move beyond outdated methods and embrace new approaches that prioritize both compliance and ethical responsibility.
As outlined earlier, Meta's current restrictions require advertisers to limit targeting for teens to basic criteria like age and broad geographic areas [26]. This change places the emphasis squarely on the quality and relevance of content. Success now depends on creating engaging campaigns that resonate with young audiences in a meaningful way.
Compliance isn't just a box to check - it’s a foundation for sustainable advertising practices. Tools like AdAmigo.ai make navigating these requirements smoother by automating tasks like daily monitoring and bulk ad management. This is particularly helpful for agencies juggling multiple client accounts, where manual oversight can quickly become overwhelming.
Staying ahead also means regularly reviewing policies and making proactive adjustments. Meta’s machine learning systems help enforce compliance, but advertisers must do their part to supplement these efforts [27][26]. The payoff for these investments is clear: 95% of organizations report that the advantages of privacy compliance outweigh the associated costs [25].
To succeed in this space, advertisers need to pair compliance with authentic content creation. With 70% of teens placing more trust in influencers than traditional celebrities [28], crafting content that feels genuine and relevant is essential. By blending this approach with robust compliance tools and consistent policy monitoring, advertisers can protect young users while achieving their campaign goals.
The future of teen advertising isn’t about finding loopholes - it’s about adopting safer, more responsible practices that benefit both advertisers and the younger audiences they aim to reach.
FAQs
How can advertisers ensure their Meta ads comply with teen targeting rules?
To align with Meta's policies for advertising to teens, advertisers should follow these important practices:
Implement reliable age verification tools to ensure ads are displayed only to the intended age groups.
Avoid using sensitive targeting criteria, such as gender, ZIP codes, or detailed behavioral data, when creating campaigns for teens.
Stay up-to-date on Meta's advertising policies for teens by regularly reviewing any updates or changes.
Make sure all ad content is suitable for younger audiences and avoids messages that could be seen as harmful or exploitative.
These steps help minimize compliance issues while promoting a safer and more responsible online environment for teens.
What makes contextual advertising safer than traditional targeted ads when reaching teen audiences?
Contextual advertising zeroes in on the content of a webpage rather than relying on personal data like browsing history or demographic details. This method steers clear of tracking sensitive information, making it a privacy-conscious choice for connecting with teen audiences.
Instead of building ads around personal profiles, this approach matches ads to relevant webpage content. This not only minimizes the chances of inappropriate targeting but also tackles increasing concerns about data privacy - especially when it comes to younger users.
How can AI tools help advertisers comply with legal and platform rules when targeting teens on Meta ads?
AI tools make it easier to navigate legal and platform requirements by automating tasks such as age verification, consent tracking, and ensuring content aligns with set guidelines. This helps minimize the chances of violations, ensuring that campaigns aimed at teens remain responsible and meet ethical standards.
With AI managing the intricate details of compliance, advertisers can concentrate on crafting impactful campaigns, while also avoiding fines and preserving audience trust.