New York's Attorney General unveiled proposed regulations on Monday aimed at enforcing a new state law that targets addictive social media content for children and teens, including guidelines for age verification and parental consent.

The Stop Addictive Feeds Exploitation (SAFE) for Kids Act, passed last year, prohibits social media platforms from showing algorithmically curated content to users under 18 without parental approval. Instead, young users would only see posts from accounts they follow.

The law also restricts platforms from sending notifications to minors between 12 a.m. and 6 a.m., a measure intended to reduce late-night screen time.

The proposed rules detail how companies should determine users’ ages and obtain valid parental consent. The Attorney General’s Office said platforms may choose from existing methods of age verification, provided they are both effective and privacy-conscious.

To verify age, companies could request users to upload a photo or confirm an email address or phone number through cross-referencing with existing data, according to the proposed guidelines.

Minors who wish to receive algorithm-driven content or overnight notifications must first allow the platform to seek consent from a parent or guardian.

Supporters argue that personalized feeds, powered by user data and engagement algorithms, contribute to increased social media usage among youth and are linked to rising rates of anxiety and depression.

“Children and teenagers are facing alarming levels of mental health issues, driven in part by addictive social media features,” said Attorney General Letitia James in a statement announcing the proposed rules, which are now open for a 60-day public comment period.

While similar age-verification laws are gaining momentum across the U.S., they have faced pushback from digital rights advocates who raise concerns about user privacy and free expression. Over 20 states have passed such laws, with several currently facing legal challenges.

James’ office acknowledged that platforms like Instagram have already introduced some form of age verification, a development it called encouraging. However, it added that voluntary efforts alone have been insufficient to meet the protective standards set by the SAFE Act.

Once the rules are finalized, social media companies will have 180 days to comply with the new regulations.