Instagram has stepped back from using the PG-13 movie rating in its teen safety marketing after the Motion Picture Association (MPA) objected to the trademarked label being used without permission. Instagram originally adopted the PG-13 framework to make its content restriction tools feel more familiar to parents, but the MPA argued that the comparison risked confusing the public and undermining the credibility of the film industry’s rating system. Finnegan attorney Naresh Kilaru, representing the MPA, emphasized the stakes, noting that, “Any dissatisfaction with Meta’s automated classification will inevitably cause the public to question the integrity of the MPA’s rating system."
The dispute escalated quickly, with the MPA sending a cease-and-desist letter and signaling it was considering legal action. After months of negotiations, including legal teams and a third-party mediator, Meta agreed to remove PG-13 branding from its materials and add disclaimers clarifying that the MPA had no involvement in shaping Instagram’s policies.
Read Instagram Retreats From PG-13 Branding After Motion Picture Association Pushback
