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California lawmakers have proposed a bipartisan bill that would allow government attorneys to sue social media companies like TikTok, Snapchat, Facebook and Instagram over unregulated algorithms and design features that allegedly harm children through addiction.
The first-of-its-kind bill, called the Social Media Platform Duty to Children Act, cleared a crucial vote on Tuesday. It allows prosecutors to look at cases filed by parents who claim their child was harmed by addictive features from a platform.
Although the bill does not create a direct regulatory risk, brands are risk hurting their reputation if a lawsuit includes evidence that a child engaged with an ad or a brand through a platform, according to attribution measurement company OptiMine Software CEO Matt Voda.
“If the bill is passed, it would have a chilling effect on brands who advertise to children,” Voda told Adweek.
Reducing the risk
This bill comes as an additional attempt to hold social platforms accountable for...
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