Meta will introduce a system on Instagram that alerts parents when teenagers repeatedly search for suicide or self-harm content. The alerts activate after multiple searches in a short period. Meta links the feature to its Teen Account supervision tools. The company says the measure strengthens protections for young users online.
Previously, Instagram blocked dangerous search terms and directed teens to external support. Meta now adds direct notifications to parents to provide families with more oversight. Teen Accounts in the UK, US, Australia, and Canada will start receiving alerts next week. The company plans to expand the system to other countries in the coming months.
Molly Rose Foundation Warns of Possible Harm
The Molly Rose Foundation criticized the alert system. Chief executive Andy Burrows says the approach could have unintended consequences. He warns that automatic notifications may create panic rather than support families.
The foundation was created by the family of Molly Russell, who died by suicide in 2017 at age 14 after viewing self-harm and suicide content online, including on Instagram. Burrows says parents naturally want to know when their child struggles. However, he believes abrupt alerts could leave families shocked and unprepared for sensitive conversations.
Meta says it will attach expert resources to each alert. The company intends these tools to help parents manage difficult discussions. Ian Russell, who chairs the foundation, questions the guidance’s effectiveness. He says a parent receiving the alert at work could feel overwhelmed. Written guidance alone may not prevent panic in the moment.
Experts Call for System-Wide Protections
Charities say the alert system highlights deeper platform risks. Ged Flynn, chief executive of Papyrus Prevention of Young Suicide, welcomes the alerts but says more preventative measures are needed. He claims young people still encounter harmful content online.
Flynn notes parents contact his charity daily, concerned about children’s exposure online. Families want platforms to block dangerous material before teens see it, not only alert them afterward.
Leanda Barrington-Leach, executive director of 5Rights Foundation, urges Meta to redesign its systems with child safety as the default. Burrows cites research from his foundation showing Instagram still recommends harmful content about depression, self-harm, and suicide to vulnerable teens.
He stresses that companies must address structural risks instead of shifting responsibility to parents. Meta disputes the foundation’s September report, saying it misrepresents the company’s teen safety and parental support measures.
Regulators and Governments Step Up Pressure
Instagram designed Teen Account alerts to detect sudden changes in search behavior. Meta says the system builds on existing safety measures. The platform already hides self-harm and suicide content and blocks related searches.
Parents will receive notifications via email, text, WhatsApp, or directly in the app. Meta chooses the delivery method based on the contact information families provide. The company acknowledges the system may occasionally generate alerts unnecessarily. It says it prefers caution when protecting young users.
Sameer Hinduja, co-director of the Cyberbullying Research Center, says alerts will naturally alarm parents. He stresses that practical guidance must accompany each notification. Companies cannot leave families alone with fear. Hinduja believes Meta understands that responsibility.
Instagram also plans to expand alerts to interactions with its AI chatbot. The company notes many teens increasingly turn to artificial intelligence tools for support. Governments worldwide continue pressuring social media firms to improve child safety.
Australia has banned social media for children under 16. Spain, France, and the UK are considering similar measures. Regulators closely monitor how tech companies engage young users. Meta chief executive Mark Zuckerberg and Instagram head Adam Mosseri recently appeared in a US court defending the company against allegations it targeted underage users.
