PHILADELPHIA (CBS) -- Social media is full of trolls and bullies -- but one social network wants its users to be able to share and enjoy its photo and video sharing service without fear of nasty comments.

Facebook-owned Instagram is rolling out a new feature that will allow users to decide for themselves how they want to moderate comments.

Users can either enable a filter that will automatically block a default list of words from their comment section or with a custom keyword list they can choose specific words they don't want to see. Both options can be enabled by any user in their Instagram profile settings.

The company first offered the service to businesses and celebrities in July, but now the feature is accessible to all of its 500 million users throughout the world.

The move comes at a time when many social networks are struggling to combat cyber bullying on their platforms. In August, one of Instragram's most followed celebrities, Justin Bieber, deleted his account after fans began to leave hateful comments on a photo of him and his new girlfriend.

Instagram cofounder and CEO Kevin Systrom says its his company's responsibility "to promote a culture where everyone feels safe to be themselves without criticism or harassment."