Age-gating on Instagram can now be applied to specific branded content posts on Business and Creator accounts.
Up until now, it was only possible to apply age-gating on Instagram at the account level. Now, Business and Creator accounts can do so at the post level, allowing them to age-gate specific branded content posts.
The feature is part of a new audience safety tool that allows Business and Creator accounts on Instagram to set a minimum age for users who can see their branded content posts in their feed. It allows them to set a default minimum age, a minimum age for specific countries, or a combination of both options.
Instagram age-gating rolled out to these accounts last December, but today’s update lets account-holders choose whether to limit specific posts, rather than an entire account.
At the same time, Instagram is reminding brands and Creators that the paid promotion of any product or service on its platform must comply with its policies on restricted and prohibited content.
For example, the promotion of alcohol products or dating applications has to be limited to people over a certain age. Instagram also added that account-holders need to always comply with local laws and regulations that may impose age restrictions on content.
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