Facebook, Messenger and Instagram will soon be making massive privacy changes, putting heavy restrictions on targeted ads to people under the age of 18.

Set to roll out in the next few weeks, these sweeping changes will mean that businesses and advertisers will only be able to target users under 18 based on their age, gender and location, and not their interests and activity on other apps. 

Once a user reaches the age of 18, they’ll receive a notification that alerts them to the fact that they can now be targeted for their likes and interests.

This update will apply to Facebook, Instagram and Messenger, and is part of a new ethical initiative to give younger users a safer, more private Instagram experience.

Targeting based on interests is a common part of digital marketing, although there were previously few restrictions over which users can be targeted. 

What does this mean for my marketing?

As the majority of products aren’t targeted to people under the age of 18, this change won’t affect most businesses. 

While social media marketing campaigns targeting that age group will be less precise, it will also mean greater privacy and protection for younger demographics.

If you’re looking for advice on how to manage your social media campaigns with these new changes, contact us today or check out our past work!