No More Endless Scrolling? New Rules Target Kids on Social Media
New York is set to become one of the first U.S. states to require social media users to verify their age before accessing certain platform features.
The iconic ‘city that never sleeps’ has finalised regulations under its SAFE for Kids Act, which would require tech companies to verify users’ ages and cut off algorithm-driven feeds and overnight notifications for minors without parental consent.
Governor Kathy Hochul and Attorney General Letitia James announced the final rules at the Brooklyn STEAM Center. Companies have until January 25, 2027, to comply or face fines of $5,000 per violation. “Social media companies, you’re now on notice,” Hochul said. “The regulations are done; you have 180 days to come into compliance.”
The measures are designed to curb addictive scrolling habits and improve children’s sleep and mental well-being. Under the rules, platforms cannot send addictive feed notifications to minors between midnight and 6am without parental consent, cannot use manipulative “dark pattern” designs to pressure parents into consenting, and cannot penalise minors who don’t have parental approval by degrading service or raising prices.
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Companies must use certified age-assurance technology capable of detecting at least 98% of fake age verification attempts and must encrypt and quickly delete any data collected for that purpose.
The rules apply only to platforms where users spend at least 20% of their active time on algorithm-curated feeds.
Acceptable verification methods include facial age estimation, government ID, or email history analysis. James said the system must protect user privacy, including through “zero-knowledge proof” technology that lets users confirm their age without sharing personal data directly with platforms.
The rules have drawn criticism from the technology industry. Tech:NYC, whose members include Meta, said it supports protecting children but questioned whether the regulations can achieve that goal without creating unintended consequences for families and businesses.
The industry group NetChoice also opposes the law, arguing New York is overstepping by regulating online content instead of focusing resources on combating child predators. The organization said similar laws have been struck down as ‘unconstitutional regulation of speech’.
James said she is confident the law will withstand legal challenges.