"Instagram is a bit of a unique situation. Until a couple of years ago, IG did not ask for a birthdate during new user account creation, except for EU under GDPR. Therefore, IG has close to 16% of users without stated age."

Ashley Yuki: "Hey John, We want to give you a heads up on an upcoming regulatory driven launch of blocking age collection on IG in order to get your feedback ahead of finalizing the launch decision with Adam and the other IG Leads. This blocking experience would result in a top line DAU regression of -0.48%, with nss revenue impact, but likely negative. For context, IG has started collecting age in registration globally since GDPR. However, we still have ~16% of DAU who are missing stated age because they signed up before that. With the upcoming regulatory driven launches of Basic Ads and WAIST (Why Am I Seeing This) in Ads, we need 100% coverage of stated age, in order to ensure Teens are put in the required experience and that we're able to be transparent about Ads targeting. Over the past 6+ months the team has been working on collecting age via non-blocking tactics (e.g. dismissible QPs/prompts) and optimizing the blocking experience to minimize friction for users." John Hegeman: "Thanks for sharing. For reference: how does TikTok deal with this issue? As a general principle I'm trying to make sure we scrutinize places where we're choosing to be substantially more conservative than the relevant competitive market." ████: "Instagram is a bit of a unique situation. Until a couple of years ago, IG did not ask for a birthdate during new user account creation, except for EU under GDPR. Therefore, IG has close to 16% of users without stated age. We are trying to close this gap in stated age in order to comply with the upcoming Ads transparency regulations."