Social Media Ban for u16s in Australia

Australia has implemented a world-first law banning the use of many social media platforms by anyone under 16 years old, taking effect from 10 December 2025. Platforms such as Facebook, Instagram, TikTok, Snapchat, X, YouTube, Reddit, Twitch, Threads and Kick are required to take “reasonable steps” to prevent under-16s from creating or maintaining accounts or face fines of up to about AUD 49.5 million

Impact for marketers:

·       Audience targeting shifts: Brands can no longer target under-16s directly via social channels, requiring new youth engagement strategies (e.g. influencer content off-platform, parent-oriented messaging).

·       Compliance costs: Agencies and clients would need age-appropriate content strategies and careful use of data, affecting ad planning and measurement.

·       Creative priorities: Marketers might focus more on platforms exempted or tailored offerings (e.g. messaging apps, gaming spaces with different rules), emphasising responsible brand engagement.

Will Ireland or a wider EU ban follow suit on this big change? Time will tell.

Link: https://www.unicef.org.au/unicef-youth/staying-safe-online/social-media-ban-explainer?