"NGL surged in popularity, but much of that growth came from illegally targeting minors, according to a 2024 complaint filed by the Federal Trade Commission and Los Angeles District Attorney's Office. "NGL marketed its app to kids and teens despite knowing that it was exposing them to cyberbullying and harassment," FTC Chair Lina M. Khan said in a statement. NGL and its founders paid a $5 million fine to settle and agreed to no longer market to minors."
"Named after an acronym for "Not Gonna Lie," the app debuted in November 2021 and briefly shot to the No. 1 overall spot on Apple's US App Store in 2022. "Anonymous apps have long held a certain kind of allure for young people," Business Insider wrote at the time in 2022. "They offer a sense of anticipation, a dopamine hit if the anonymous comments or questions are favorable. Will someone confess their feelings for you? Shower you with compliments? One can only hope.""
NGL is an anonymous messaging app that debuted in November 2021 and briefly reached the No. 1 spot on Apple's US App Store in 2022. The company started in a WeWork, never raised outside funding, and operated with five employees. Much of NGL's growth was attributed to marketing that targeted minors, prompting a 2024 complaint from the Federal Trade Commission and the Los Angeles District Attorney's Office. NGL and its founders paid a $5 million fine and agreed to stop marketing to minors. Cofounders refocused the platform to an 18+ audience and strengthened safety measures. The app was acquired by Mode Mobile; terms were not disclosed.
Read at Business Insider
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