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The Guardian - US
The Guardian - US
Technology
Johana Bhuiyan

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

Meta Instagram Arturo Bejar Katie Paul Australia Observer Research Foundation ReachOut The Tech Transparency Project
A sign showing the Meta logo, partially hidden by bushes.
Meta headquarters in Menlo Park, California. Photograph: Bloomberg/Getty Images

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.

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