The Stop Addictive Feeds Exploitation (SAFE) for Kids Act passed in 2024, prohibiting social media companies from showing feeds personalised by algorithms to users under 18 unless they have a parent's consent.
Instead, feeds on apps like TikTok and Instagram would be limited to posts from accounts that young users follow.
The law also bars companies from sending notifications to users under the age of 18 between midnight and 6am.
The proposed rules for implementing the provisions include standards for determining a user's age and parental consent.
"Companies may confirm a user's age using a number of existing methods, as long as the methods are shown to be effective and protect users' data," Attorney-General Letitia James' office said on Monday.
Options for confirming a user is at least 18, for example, include requesting an uploaded image or verifying a user's email address or phone number to check against other information, the office said.
Users under 18 who want to receive algorithmic feeds and night-time notifications would have to give the companies permission to request consent from a parent.
Supporters of the law said curated feeds built from user data are contributing to a youth mental health crisis by vastly increasing the hours young people spend on social media.
"Children and teenagers are struggling with high rates of anxiety and depression because of addictive features on social media platforms," James said in releasing the rules, which are subject to a 60-day public comment period.
Online age check laws - on the rise in the US - have garnered opposition from groups that advocate for digital privacy and free speech. More than 20 states have passed age verification laws, though many face legal challenges.
The New York attorney-general's office noted Instagram and other social media platforms themselves have been implementing various forms of age assurance in recent months.
"The incorporation of age assurance methods into the infrastructure of social media platforms is a positive development that demonstrates the technical and financial feasibility of age assurance methods for these platforms," the office said.
"Unfortunately, voluntary adoption of age assurance methods has not achieved the level of protection of minors required by the (SAFE) Act."
Once the rules are finalised, social media companies will have 180 days to implement the regulations.
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