Reel-ing it in: Meta is paying influencers to promote teen accounts

Tech Transparency Project’s report shows whenever governments mull platform regulations, company recruits influencers to promote its safety features

In July 2025, Meta gathered parenting influencers from all over Australia at a waterfront venue overlooking the Sydney Opera House. It was a camping-themed event and in many ways was like any other influencer affair. There were Instagram-branded tents to take pictures in, an Instagram-branded step-and-repeat, a custom-tote making station and Instagram-branded snacks and coffee cups.

But this “screen smart” event wasn’t about the photo op.