NY Finalizes Rules Mandating Age Verification for Algorithmic Feeds
New York requires age checks for algorithmic social media feeds and late-night notifications.
Why it matters: The rules impose significant compliance demands on social media companies, reflecting intensifying government oversight of AI-driven content affecting minors' privacy and safety.
- Rules finalized July 28, 2026, under the SAFE for Kids Act by NY Attorney General Letitia James.
- Platforms like Instagram and TikTok must verify users’ age before showing algorithmically personalized feeds to those under 18.
- Notifications to minors between midnight and 6 a.m. require parental consent.
- Social media companies have 180 days to comply, with penalties up to $5,000 per violation.
On July 28, 2026, New York Attorney General Letitia James announced finalized rules under the SAFE for Kids Act, aimed at protecting minors from potentially harmful algorithmic content on social media platforms such as Instagram and TikTok.
The rules require platforms to confirm the ages of users accessing algorithmically curated feeds and notifications. Specifically, platforms must obtain verified parental consent before showing personalized feeds to users under 18. Additionally, sending notifications to minors between midnight and 6 a.m. also mandates parental approval.
Attorney General James emphasized that companies may use various existing age verification methods, provided they are effective and safeguard user data. However, specifics on acceptable verification technologies or parental consent processes were not detailed in the announcement.
Social media companies face a 180-day compliance window from the rules' finalization date. Failure to comply can lead to civil penalties up to $5,000 per violation, signaling robust enforcement intentions.
The SAFE for Kids Act, passed in 2024, represents a growing trend of regulatory actions targeting AI-driven content delivery systems to enhance youth protection and privacy on digital platforms.
By the numbers:
- 180 days — compliance deadline for social media companies
- $5,000 — maximum civil penalty per violation