New York Attorney General Letitia James is pushing forward new rules that would restrict how social media companies interact with minors — targeting addictive feeds and late-night notifications that experts say are harming kids’ mental health.
The rules, announced September 15, are part of the SAFE for Kids Act, a landmark law passed in 2024 and signed by Governor Kathy Hochul. The law bans algorithm-driven feeds and notifications between midnight and 6 a.m. for users under 18 — unless parents explicitly give permission.
“Children and teenagers are struggling with high rates of anxiety and depression because of addictive features on social media platforms,” James said. “These proposed rules will help us tackle the youth mental health crisis and make social media safer for kids and families.”
What the rules would do
The proposed rules lay out how companies must:
- Determine a user’s age using privacy-protecting verification methods
- Seek verifiable parental consent for algorithmic feeds or nighttime alerts
- Restrict addictive feeds for minors by default
- Delete any age-related data after use
Platforms can still show young users content — just not endless algorithmic scrolls unless a parent says yes. Kids will see posts from people they follow, shown in order, rather than the AI-generated content that often fuels nonstop scrolling.
The law also blocks platforms from sending late-night push notifications to minors unless parents approve.
Broad support, but Big Tech in the spotlight
The proposed regulations have drawn praise from mental health experts, educators, parents, and advocacy groups across the state and country. Many say they’ve seen firsthand how constant social media use is impacting kids’ sleep, attention spans, and emotional well-being.
“New York will always put children’s health and safety ahead of Big Tech’s profits,” said Melinda Person, president of NYSUT, the state’s largest teachers union.
Supporters say the law strikes a balance by safeguarding privacy and still allowing young users access to content — without letting platforms manipulate engagement through addictive features.
Public comment open through December 1
The Attorney General’s Office is now accepting public comments on the proposed rules through December 1, 2025. Anyone can submit feedback, including parents, educators, youth, tech companies, and advocacy groups.
To share your views, email [email protected].
Once finalized, the rules will go into effect 180 days later, and companies that break the law could face civil penalties up to $5,000 per violation.
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