In its latest move to make the platform safer for young audiences, YouTube has started rolling out machine learning-powered age-estimation technology across the US, aiming to detect when a user is likely under 18, even if their account says otherwise.
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While protections for verified teen accounts have existed for years, this update marks a shift: YouTube will now apply teen-specific safeguards based on inferred, not just declared, age.
That includes:
- Disabling personalized ads
- Curbing repetitive viewing of potentially harmful content (like body image or aggression-related videos)
- Enabling digital well-being tools like screen time limits and bedtime reminders
These changes build on years of safety efforts, including the launch of YouTube Kids in 2015, supervised accounts in 2024, and content moderation features added in 2023.
For users mistakenly flagged as underage, YouTube says there’ll be an option to verify their age via ID, credit card, or selfie scan, the same verification process required to access age-restricted content.
The rollout will start with a small U.S. test group over the coming weeks, with broader expansion to follow after performance monitoring.
This move isn’t just about user experience, it’s also happening under the watchful eye of lawmakers. Across the U.S., over a dozen states have passed or proposed new laws regulating minors’ use of social media, with varying requirements for age verification and parental consent. Meanwhile, in the U.K., age checks are now being enforced under the Online Safety Act.
While YouTube hasn’t revealed the exact signals behind its new inference model, it confirmed that activity patterns and account history will play a role. The system applies only to signed-in users, as signed-out users already can’t access age-restricted content. It will be active across web, mobile, and even connected TVs.
For brands and creators, this signals a continued tightening of platform safeguards and possibly, a shift in how under-18 audiences interact with content and ads moving forward.