What happened
Pinterest issued a statement on September 10, 2026, endorsing California Senate Bill 1119 (Adam's Law) and clarifying that it does not develop AI products intended to simulate human relationships or emotional dependence. The company confirmed that its Pinterest Assistant feature is restricted to users aged 18 and older.
On September 10, 2026, Pinterest published a statement endorsing California Senate Bill 1119, referred to as Adam's Law, which was signed into law by Governor Gavin Newsom the same day. The bill requires operators of AI companion chatbots to assess risks to children, document findings, and submit them to independent auditors, while also mandating parental controls and in-app crisis support.
In the statement, Pinterest CEO Bill Ready commended the legislation and explicitly stated that Pinterest does not build AI designed to simulate friendship, romance, or emotional dependence. The company characterized its approach as a deliberate choice to avoid designing products that keep young people emotionally tethered to a machine.
Pinterest clarified that its conversational feature, Pinterest Assistant, which entered beta in late 2025, is available only to adults aged 18 and older. The company noted that accounts for users under 16 are private by default and that teens have limited social features, positioning these existing restrictions as a baseline for safety rather than a new compliance measure.
The endorsement came amidst a broader regulatory wave, including the FTC's 2025 orders to AI chatbot companies and various state-level bills in New York, Tennessee, and Connecticut. Pinterest cited a JAMA Network Open study indicating that roughly one in eight U.S. adolescents use generative AI for mental health advice, using this data to support the need for clear guardrails.
Why it matters
This move signals a strategic shift in how major platforms position their AI features regarding child safety. By explicitly distancing itself from the 'companion AI' category targeted by the new law, Pinterest is attempting to secure a compliance advantage and maintain advertiser confidence. The statement highlights a growing divergence in the industry, where some platforms are embracing companion-style interactions while others are enforcing strict age and functional boundaries to mitigate legal and reputational risks associated with teen mental health and safety.
Pinterest's statement serves as a strategic positioning move, distinguishing its AI features from the 'companion' models targeted by SB 1119. By drawing a clear line against simulating human relationships, the company aims to mitigate legal liability and appeal to advertisers concerned with brand safety and teen wellbeing.
The restriction of Pinterest Assistant to users 18 and older represents a significant product limitation, excluding a substantial portion of the platform's user base, which includes more than half Gen Z users globally. This decision reflects a trade-off between potential engagement growth and regulatory risk management.
The endorsement highlights the emerging compliance landscape for AI in social media, where platforms are increasingly required to prove that their AI features do not pose risks to minors. This sets a precedent for how other companies may need to structure their AI disclosures and safety audits.
The timing of the endorsement, coinciding with the law's signing, underscores the immediate pressure on tech companies to align their public messaging with new state regulations, particularly in California, which often sets the standard for national tech policy.
What to watch next
Monitor how other major social platforms respond to SB 1119's requirements for independent audits and risk assessments. Watch for changes in Pinterest's advertising inventory for teen demographics and whether the 18+ restriction on Pinterest Assistant impacts user engagement metrics. Additionally, observe the enforcement mechanisms of the law, particularly regarding age verification, which does not fully take effect until January 2027.
Observe whether other major platforms, such as Meta or TikTok, issue similar statements or adjust their AI features to comply with SB 1119's audit and risk assessment requirements.
Track the implementation of age verification technologies in California, as the Digital Age Assurance Act's device-level architecture does not take effect until January 1, 2027, creating a gap in enforcement for the new chatbot rules.
Monitor Pinterest's advertising metrics and advertiser sentiment to see if the 18+ restriction on its AI assistant affects revenue or brand suitability ratings for teen-adjacent inventory.
Watch for legal challenges or enforcement actions related to SB 1119, particularly regarding how 'companion' AI is defined and whether Pinterest's current restrictions are deemed sufficient by regulators.