YouTube is set to implement artificial intelligence technology to help identify users under the age of 18 and apply child safety restrictions to their accounts. As of 13 August, the platform will begin utilising AI-powered age estimation in the United States, aiming to enhance protections for minors and ensure compliance with global online safety regulations.
AI-driven age estimation rolls out in the US
The new system will analyse user activity patterns and account information to estimate age, even if a user has not self-reported it. For those identified as under 18, YouTube will automatically activate several existing safeguards. These include blocking access to age-restricted videos, disabling personalised advertisements, issuing “take a break” reminders, and limiting repeated recommendations on sensitive topics, such as body image. Additionally, privacy prompts will be turned on when young users upload content or leave comments.
The move is part of a broader effort by the parent company, Google, to promote safer digital environments for children. Plans to use machine learning for age estimation were first announced earlier this year. The update comes amid increasing regulatory scrutiny of child safety online, particularly from governments in the UK, the US, and the European Union.
Last week, the UK implemented new online age verification rules, requiring users to confirm their age before accessing websites featuring adult or potentially harmful content. In the US, several states have introduced laws blocking minors from visiting pornographic sites. Meanwhile, the EU is developing an age verification system that may eventually be linked with digital identification services.
Creators may see an impact on ad revenue
YouTube has stated that creators may notice changes in their audience composition as a result of this update. Specifically, some may see a shift in viewers being categorised as teenagers, which could reduce revenue from advertising. This is because personalised ads are not served to users under 18, in line with privacy regulations.
“YouTube will notify users if it determines they are under 18,” the platform confirmed. Suppose users believe they’ve been incorrectly classified. In that case, they can verify their age through several methods: uploading a government-issued ID, taking a selfie for facial recognition, or submitting a credit card.
James Beser, YouTube’s Director of Product Management, shared further details in a public post, stating: “Over the next few weeks, we’ll begin to roll out machine learning to a small set of users in the US to estimate their age, so that teens are treated as teens and adults as adults.” He also noted that the company will “closely monitor” the performance of the feature before expanding it to other countries.
Strengthening global efforts on child safety
This latest development places YouTube among the growing list of platforms responding to international calls for greater responsibility in protecting younger audiences online. With minors making up a significant portion of global internet users, platforms face increasing pressure to implement tools that proactively address safety, privacy, and mental health concerns.
By using AI to identify underage users, YouTube aims to provide consistent and proactive protection, regardless of whether a user has accurately disclosed their age. The platform’s approach reflects a broader trend in technology, where AI is being used not only for engagement and content discovery but also for trust and safety enforcement.
