Pinterest has introduced a new in-app prompt in the UK to help teenagers manage their mobile device usage during school hours, following data showing 57% of British teens aged 13-16 want to reduce screen time.
This UK launch is an enhanced version of a feature previously rolled out in Canada and the United States earlier this year, with improvements based on feedback from teen users. The timing coincides with concerns about excessive phone use among British teenagers, who spend an average of five hours daily on their devices, according to Pinterest data. A significant 90% of surveyed teens feel their phone use interferes with their school presence or real-life engagement, and over half (54%) view excessive phone usage as comparable to the dangers of junk food or neglecting sunscreen.
Pinterest CEO Bill Ready emphasized the responsibility of tech companies in addressing this issue, stating, “In the classroom, students need the opportunity to learn without the constant distraction of apps on their phones. Limiting phone use in schools is a topic more prevalent than ever among educators and government, but to be truly effective, tech companies need to be part of the solution. Pinterest is setting out to support students, parents, and teachers, who should not shoulder the responsibility alone.”
The initial U.S. and Canadian test saw significant engagement, with over 1.3 million students viewing and clicking on the message within a month. The prompt appears when a teen opens Pinterest during school hours, suggesting they turn off the app and notifications.
Feedback from Canadian and U.S. teens led to adjustments in the prompt’s tone, initially perceived as too authoritative. The revised language is more casual and relatable, incorporating phrases like “busy being brilliant?” and “take a break.” Pinterest data reveals that teens face challenges like boredom (52%) and fear of missing out (40%) when disconnecting. Almost 40% believe gentle reminders, like prompts or settings, would help manage screen time effectively.
Mark Rowland, Chief Executive of the Mental Health Foundation, supported Pinterest’s initiative, stating, “We welcome this measure. Digital platforms can offer opportunities for creativity, connection, and self-expression, but should support, not undermine, mental health. As a society, we’re still establishing boundaries for technology use and what healthy use looks like. School should be for learning and real-world relationships. We call on other tech companies to follow Pinterest’s lead in protecting children’s mental health.”
