How Tech Is Tackling the New Age-Verification Rules

U.S. lawmakers and advocacy groups are pushing new rules banning certain online activities for kids under 18

- Ann-Marie Alcántara

Lawmakers want technology companies to limit young people's access to social media by verifying their age. It's no easy feat. U.S. law already prohibits social media and other ad-supported platforms from serving content to children under 13 without parental permission.

Now lawmakers and advocacy groups are taking it a step further, with a patchwork of new rules that also prohibit kids under 18 from engaging in certain online activities.

The U.K.'s Online Safety Act, which went into effect on July 25, requires platforms to verify users' ages before showing some content. In the U.S., several states have passed similar bills. New laws in Texas and Utah require parental permission before a child can download apps or make in-app purchases. This puts the enforcement burden on app-store providers, namely Apple and Google.

Other states, like Mississippi, instead ask social-media companies to verify user age.

NetChoice, a trade association whose members include Meta, Google, and Reddit, is continuing to challenge the Mississippi law and has generally opposed government mandates.

"Our members have developed many tools to give parents more visibility and control, and they are continuing to innovate every day to build effective solutions," said Paul Taske, co-director of NetChoice Litigation Center. Google has even proposed alternative legislation.

Age-verification technology—much of it outsourced to third-party providers like Yoti, Incode, and Persona to prevent excessive data collection—isn't always accurate. Legitimate users have complained about being locked out of their accounts. User error is a problem as well, with some failing to provide the proper identification.