Irish Under-16s Social Media Ban – Government to outline plans to force tech firms to keep kids off platforms
After the initial ban by the Australian government to outlaw social media for children under the age of 16 in December, several countries have also announced plans to follow suit, including Spain, Denmark and France, with Ireland being the most recent to announce their plans to introduce the ban.
Ireland’s approach involves a requirement from tech companies to enforce age restrictions so that under-16s cannot access social platforms, with the Irish government’s initial plan to implement this approach across the EU during Ireland’s EU Presidency in the second half of the year. This would lead to an under-16 social media ban across the EU.
However, the Irish Government are committing to acting on a national level if consensus cannot be reached from an EU level.
The Impact
This signals a significant policy shift in how Ireland, and potentially the EU, operate regarding social media access for minors.
The Irish Government have framed this as an online safety and mental health issue and have already began pushing towards this goal of regulation, with the Department of Media already having planned to pilot an age verification tool using the MyGovID platform.
The use of the MyGovID platform also supports plans to monitor the development of AI, with fears regarding potential intimidation and harassment through social media platforms.
A potential EU-wide agreement could support standardised rules regarding social media usage. However, if Ireland were to push this from a national level, this could cause issues regarding regulatory divergence with the EU.
What This Means for Media in Ireland
For agencies, media planners and advertisers in Ireland, this legislation could be substantial:
Shift in demographic and targeting strategies: With younger teens off mainstream platforms, there may be an increased focus on young adults, parents, or alternative digital spaces where younger users migrate (e.g. gaming platforms, messaging apps). Additionally, brands may increasingly invest in non-platform channels (e.g. SEO) to reach younger audiences indirectly, or use platforms where age is not as central a factor but still compliant with safety guidelines.
Compliance and brand safety: With a policy aimed at reducing harm, there will likely be heightened sensitivity around the types of creatives and messaging targeted at or near youth audiences. Agencies should anticipate new guidance or restrictions on content formats and calls to action. Also, should Ireland push from a national level, the potential regulatory divergence with the EU could cause issues with plans targeting multiple EU markets, and preparation would be required for flexibility planning strategies navigating these regulatory differences.
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