Pinterest has launched a new in-app prompt in the UK aimed at helping teenagers manage their mobile device usage during school hours. The initiative follows data indicating that 57% of British 13- to 16-year-olds are actively seeking ways to reduce their screen time. The prompt encourages teens to close the Pinterest app and disable all phone notifications while at school.
This UK launch is an enhanced version of a feature previously rolled out in Canada and the United States earlier this year. The improvements are based on feedback gathered from teen users. The timing of the launch coincides with concerns about excessive phone use among British teenagers, who spend an average of five hours per day on their devices, according to Pinterest data. A significant 90% of teens surveyed feel that their phone use interferes with their presence in school or their engagement in real-life experiences. More than half (54%) view excessive phone usage as comparable to the dangers of consuming 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 the use of phones 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 of the prompt 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 the Pinterest app during school hours, suggesting they turn off the app and all notifications.
Feedback from teens in Canada and the U.S. led to adjustments in the prompt’s tone. Initially perceived as sounding like a parent or teacher, the language was revised to be more casual and relatable, incorporating phrases like “busy being brilliant?” and “take a break.” Pinterest data reveals that the primary challenges teens face when attempting to disconnect from their phones are boredom (52%) and the fear of missing out (40%). Encouragingly, almost 40% of teens believe that gentle reminders, such as prompts or settings, would be beneficial in managing their screen time more effectively.
Mark Rowland, Chief Executive of the Mental Health Foundation, expressed support for Pinterest’s initiative, stating: “We welcome the introduction of this measure by Pinterest. Digital platforms can offer opportunities for creativity, connection and self-expression. But they should be used in ways that support, rather than undermine mental health. As a society, we are still in the process of establishing where the boundaries should lie when it comes to technology, and what healthy and unhealthy use looks like. But one thing is clear – school should be a place for learning and developing real-world relationships with peers. We call on other tech companies to follow Pinterest’s lead in making their own responsible contributions to protecting the mental health of our children and young people.”
