To look or not to look: Instagram’s sensitive content-screens do not deter vulnerable people from viewing negative content

By blurring sensitive images and providing a warning, Instagram's sensitive-content screens seek to assist users—particularly vulnerable users—in making informed decisions about what content to approach or avoid. Yet, prior research found most people (∼85%) chose to uncover a single screened negative image (Bridgland, Bellet, et al., 2022). Here, we extended on and addressed shortcomings of this previous research. Across two studies, we presented participants with a series of sensitive-content screens covering negative content that appeared among neutral and positive images; participants could choose to uncover screens (or not). We found most participants opted to uncover the first screen they came across, and many continued to uncover screens over a series of images. We also found no evidence suggesting vulnerable people (e.g., people with higher rates of depression) are more likely to avoid sensitive content: people similarly uncovered sensitive-content screens irrespective of their vulnerabilities. Thus, sensitive-content screens may be ineffective in deterring people from exposing themselves to sensitive content. Additionally, avoidance behavior, information seeking behavior, negative affect driven behavior, and positive affect driven behavior appeared to underpin participants’ decisions to uncover screened content.