Instagram just rolled out a major update that could seriously affect how small businesses in Australia reach younger audiences. Meta has confirmed that all Instagram accounts for users under 18 will now be locked into a new PG-13 content filter.
This means businesses targeting teens and young adults—like trades services, combat sports gyms, and insurance providers with junior audiences—need to take a fresh look at their social media strategy.
In this post, we’ll break down:
Meta is now automatically placing all teen users into a PG-13-style content setting on Instagram. This aligns with movie classification standards, aiming to protect younger users from inappropriate material.
Here are the key changes:
This is Meta’s most significant update to teen accounts on Instagram to date.
If your business reaches teenagers or younger adults on Instagram, you could see a drop in reach or engagement—especially if your content is not seen as PG-13 friendly.
Here’s how this could play out across different sectors:
If your team shares site banter, behind-the-scenes footage, or before-and-after job videos with colourful language or edgy humour, it might now be hidden from teen accounts.
Sparring highlights, fight-night promos, and locker-room energy content could be classed as too mature. Even if posted with good intentions, it might get caught in the filter.
Explainer videos that mention risk, injury, or complex policy terms might be seen as sensitive depending on context. If you’ve got teen clients or trainees, you’ll want to review how your brand appears in feeds.
To stay visible on Instagram without risking your content being filtered, follow these four steps:
Go through your latest posts and Reels. Look for any:
Flag and edit anything that might breach PG-13 guidelines.
Focus on inspirational, educational, and community-driven stories. Showcase skills, client success, behind-the-scenes moments, and industry insights that resonate without crossing the line.
If Instagram restricts your content, make sure you’re still connecting through:
This protects your reach and keeps you in control.
If anyone in your business helps post content, make sure they understand the new guidelines. Encourage responsible storytelling that still fits your brand vibe.
Instagram’s PG-13 rule isn’t a punishment. It’s a nudge to keep content safe for young users. And for savvy Australian businesses, it’s an opportunity to show leadership in creating value-led content that’s both authentic and compliant.
At COH Digital, we help businesses like yours adjust quickly to platform changes. Every campaign we deliver comes with Helpful-Content Insurance, so your strategy evolves without extra cost or confusion.
Want help reviewing your current Instagram strategy? We’ll run a fast compliance check and recommend easy, actionable tweaks to protect your reach and keep your content working.
Click below to book your free clarity call and future-proof your social media presence.
