Meta Exec Admits to Designing System That Lures Teens onto Facebook and Instagram

Brian Boland, a former executive who helped build Meta’s ad machine, has revealed that the system was designed to incentivize users, including teenagers, to spend more time on the platforms despite potential risks. Boland’s testimony came as Meta CEO Mark Zuckerberg testified in a case over whether Meta and YouTube are liable for allegedly harming a young woman’s mental health. Zuckerberg had framed Meta’s mission as balancing safety with free expression, rather than revenue. In contrast, Boland argued that Meta’s focus on monetization had driven the design of its platforms, leading to a culture that prioritizes ad revenue over user well-being. Boland’s testimony provides a critical insight into how Meta’s business model has shaped its approach to social media.