Facebook pauses its Instagram Kids’ app work after widespread criticism

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 27, 2021, 5:31 PM UTC

This development comes after a string of news reports – that cited Instagram’s internal research – suggesting the app has worsened body issues for teenage girls.

Instagram’s parent company Facebook has announced that it has paused work on a children-friendly version of its app. Dubbed “Instagram Kids”, the version is meant for “tweens” aged between 10 and 12 years.

However, Instagram chief, Adam Mosseri’s blog post states that the photo-sharing app will continue working on parental-supervised experiences, suitable for younger users. According to Moseri, the news of the project “leaked way before” the Facebook-owned company knew exactly what the product would be.

Mosseri even blamed the media and critics for misunderstanding the purpose of the app and said the news reports mischaracterised the company’s studies. Though Facebook has not disclosed much detail about the new app, the California-headquartered company said it would not show advertisements on the new app.

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