MPA tells Meta to stop using the term "PG-13" to describe its new moderation policy or else

"Instagram's system misrepresents the film industry's rating framework"

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Editor's take: How many times have you heard people say, "Let's keep things PG-13" and immediately known what they meant? The Motion Picture Association recently sent Meta a cease-and-desist for describing Instagram teen restrictions as "based on the PG-13" model. It seems like an overreaction to a term that has long outgrown its trademark and become genericized.

Meta recently started moderating Instagram Teen Accounts using a guideline modeled after the PG-13 movie rating. The system automatically applies restrictions to those under 18. Users can opt out with parental consent. The update also includes a stricter setting called "Limited Content" to allow parents to add even more restrictions.

The Motion Picture Association pushed back against Meta's PG-13 guidance, arguing that Instagram's system misrepresents the film industry's rating framework. The trade group said Meta did not consult the board before launching the moderation tool and questioned whether Instagram can accurately compare its social media content to PG-13 movies.

"The Motion Picture Association was not contacted by Meta prior to the announcement of its new content moderation tool for Instagram Teen Accounts," said MPA Chairman and CEO Charles Rivkin. "We welcome efforts to protect kids from content that may not be appropriate for them, but assertions that Instagram's new tool will be 'guided by PG-13 movie ratings' or have any connection to the film industry's rating system are inaccurate."

The MPA noted that its Classification and Rating Administration (CARA) has guided parents for nearly 60 years, with most parents saying the ratings help them make better viewing choices.

The Wall Street Journal notes that the MPA's outside counsel sent Meta a cease-and-desist letter on October 28, targeting the company's use of "PG-13" in its Teen Account descriptions. The letter said Meta's claims that content would be guided by PG-13 ratings are "literally false and highly misleading," and emphasized that the CARA system relies on parents reviewing movies rather than automated AI moderation. The letter also warned that any dissatisfaction with Meta's system could undermine public trust in the MPA's ratings.

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A Meta spokesperson said the company never claimed or implied that Teen Accounts were officially PG-13 rated or certified by the MPA. Its references to PG-13 describe the type of content teens see, not an official endorsement from the film industry.

Meta intended to help parents understand what their teens encounter on Instagram in terms that are familiar to them. The company acknowledged that social media differs from films and feels it made a good-faith distinction. Meta also argues that its references to PG-13 qualify as nominative fair use and that its moderation system was designed based on publicly available PG-13 standards.