Zuckerberg Grilled Over Meta's Strategy to Target 'Teens' and 'Tweens'

LOS ANGELES – Meta CEO Mark Zuckerberg faced a tense and pointed cross-examination Wednesday, where he was confronted with internal company documents suggesting a deliberate, long-term strategy to recruit underage users to its platforms. The testimony, part of a landmark trial accusing Meta of designing addictive features harmful to children, places the billionaire founder's direct involvement in the company's youth strategy under a legal microscope, raising critical questions about corporate responsibility and the sustainability of Meta's engagement-driven business model.

In a Los Angeles courtroom, Zuckerberg grew visibly frustrated under questioning from plaintiff's attorney Mark Lanier, a Texas trial lawyer known for his theatrical style. "That's not what I'm saying at all," Zuckerberg stated, repeatedly accusing the lawyer of mischaracterizing his statements as Lanier presented evidence aiming to prove the CEO's direct oversight of key decisions.

The trial centers on a lawsuit filed by "Kaley," a 20-year-old woman who alleges that her use of Instagram starting at age nine led to addiction, body dysmorphia, and other severe mental health struggles. Her case is a bellwether for a wave of litigation, representing one of more than 1,600 plaintiffs in consolidated actions against the social media giant.

A Strategy Unveiled in Meta's Own Words

Lanier sought to dismantle Meta's public stance that it prohibits users under 13 by presenting a series of internal documents. These memos and emails painted a picture of a company acutely aware of its underage user base and actively working to expand it.

The "Tween" Imperative

The most direct evidence came from a 2018 internal document that appeared to outline a clear business strategy focused on early user acquisition.

• The Core Memo: Lanier quoted a document stating, "If we wanna win big with teens, we must bring them in as tweens." This statement directly contradicts Meta's terms of service, which require users to be at least 13 years old.

• Early User Value: A 2020 internal analysis showed that the company understood the strategic value of attracting users at a young age. The document revealed that 11-year-olds were four times as likely to become retained, long-term users compared to older demographics. When Lanier asked about the presence of 11-year-olds on the platform, Zuckerberg conceded that enforcing age limits is "very difficult" and that many users lie about their age.

• Targeting 10-Year-Olds: Further documents showed this focus was not new. A 2015 memo estimated that 30% of 10- to 12-year-olds in the U.S. were already on Instagram. Another document revealed a company goal to specifically increase the amount of time 10-year-olds spent on the app. When presented with this, Zuckerberg claimed, "I don't remember the context of this email from more than ten years ago."

Zuckerberg on the Defensive

Throughout his testimony, Zuckerberg sought to reframe the discussion around user safety and business sustainability, pushing back against the narrative that Meta prioritizes engagement and profit above all else.

Meta's Official Position

The CEO argued that a negative user experience is ultimately detrimental to the company's long-term success.

• The Sustainability Argument: Zuckerberg challenged the idea that Meta benefits from harmful engagement. "If people feel like they're not having a good experience, why would they keep using the product?" he asked. "If you build a community and people don't feel safe, that's not sustainable and eventually people go and join another community."

• The Filter Controversy: The plaintiff's lawsuit specifically cites appearance-enhancing "beauty filters" as a contributor to her body-image issues. Lanier noted that even when Meta's own experts confirmed these harms, Zuckerberg resisted removing the features, calling such a move "paternalistic." In court, the CEO defended the decision as a compromise: "What we allowed was letting people use those filters if they wanted but deciding not to recommend them to people... that was the balance we came to to let people express themselves the way they want."

• Plausible Deniability: For older documents detailing specific youth-targeting goals, Zuckerberg consistently claimed a lack of memory regarding their context, steering his answers toward broader, aspirational statements about building "useful services for people to connect."

The Human Cost in a 35-Foot Collage

The day's most dramatic moment came when Lanier, in a move designed for maximum impact on the jury, had six assistants unspool a 35-foot-wide printed collage. It contained hundreds of selfies the plaintiff, Kaley, had posted to her Instagram account as a child.

As Kaley watched from the gallery, Lanier implored Zuckerberg to look at the images and asked if her account, with its prolific use by a minor, had ever been flagged for review. The CEO did not provide a direct answer. The spectacle aimed to transform abstract corporate documents into a tangible, human story of a single user's experience.

What's Next: A Trial with Industry-Wide Implications

Zuckerberg's testimony marks a pivotal moment in the second week of a trial scheduled to last six weeks. His appearance as a star witness underscores the high stakes for Meta, which faces significant financial and regulatory risk.

A verdict against the company could validate the claims of hundreds of other families and embolden regulators who are already scrutinizing the impact of social media on youth mental health. The proceedings will continue with testimony from addiction specialists, other tech executives, and, most critically, the plaintiff herself. The outcome of this case may not only determine Meta's liability but could also set a powerful precedent for how the entire social media industry is held accountable for the design of its products and their effect on its youngest users.