The Under‑16 Social Media Ban in Australia

What is the under-16 social media ban?

The under-16 social media ban is the common name for the Online Safety Amendment (Social Media Minimum Age) Act 2024, which requires social media platforms to prevent Australians under 16 from holding accounts. In practice, the law requires age-restricted social media platforms to take reasonable steps to prevent Australians under 16 from having accounts.

When is the under-16 social media ban starting?

The law came into effect on 10 December 2025. Since then, age-restricted social platforms in Australia have needed to take reasonable steps to stop under-16s from creating or keeping accounts. The government will also review how it’s working within two years.

Why has the ban been implemented?

The Australian Government says the age restrictions are designed to protect young people at a critical stage of development from pressures and risks linked to social media use. eSafety states those risks are linked to platform features that can encourage more screen time and increase exposure to harmful, upsetting, or manipulative content.

• This includes risks such as:
• Pressure to stay constantly connected
• Exposure to harmful or distressing content
• Unhealthy comparisons and social validation loops
• Added pressure on parents and carers managing online safety and wellbeing

Who is directly affected?

The law directly affects Australians under 16 who use age-restricted social media platforms, because those platforms must prevent them from creating or keeping accounts. Parents and carers are also affected, because they may need to help children understand account changes, reduced access, and new ways to stay connected online.

Businesses are affected too: any brand that relies on social platforms for audience growth, paid targeting, community building, or influencer campaigns now needs to account for a reduced under-16 audience. For many teams, this means rethinking how they approach social media marketing to younger audiences.

How will the under-16 social media ban be enforced?

Australia enforces the under-16 social media ban by holding platforms—not kids or parents—responsible. Social media companies need to show they’re taking reasonable steps to comply, or they could face enforcement action and significant penalties.

1. Social media platforms are responsible

The responsibility sits with the platform provider. eSafety makes clear that there are no penalties for under-16s, or for their parents or carers, if a child still has an account.

2. Age verification and age assurance systems

Platforms are expected to use age-check tools to spot users who might be under 16. This can include age verification, age estimation, and other signals that help estimate a person’s likely age.

3. Under 16 accounts to be removed

Platforms are expected to identify and deactivate or remove accounts belonging to anyone under 16. They also need to stop those users from creating new accounts. Under-16s can still view public social media content that doesn’t require logging in.

4. Australia’s eSafety oversight

The office of the eSafety Commissioner oversees how the law is applied and monitors how companies follow the rules, taking enforcement action when needed. The Minister for Communications can make new rules about which services are or are not covered, while the Office of the Australian Information Commissioner oversees privacy protections.

5. Financial penalties

Platforms that fail to take reasonable steps to prevent under-16 accounts can face significant penalties. Under the law, companies may be fined up to $49.5 million if they do not comply with the requirements.

How will the social media ban work?

To enforce the ban, social media platforms review several indicators together to estimate a user’s age:

• Interaction with youth-focused content: If an account regularly engages with content designed for younger audiences, that activity may suggest the user is under 16. This could include repeated interaction with posts, creators, or trends that are strongly associated with younger age groups.
• Language and communication style: Platforms may analyse how a user writes, including their vocabulary, tone, and language patterns. In some cases, the way someone comments, captions posts, or messages others may help indicate whether they are likely to be a younger user.
• Photos and visual content: Image analysis tools may help estimate the age of people appearing in profile photos or posted content. While this wouldn’t be the only signal used, it may form part of a broader assessment.
• Audio signals: Some platforms may use voice analysis to help estimate a user’s age. For example, audio shared in videos or voice-based content may provide additional signals that a user is under 16.
• Activity patterns: Usage patterns that closely match school hours or youth behaviour trends may signal a younger user. If an account is highly active during school hours or follows behavioural patterns commonly linked to younger users, platforms may treat that as part of their age assessment.
• Connections with other under-16 accounts: Networks can also provide clues. If an account is closely connected with multiple accounts that appear to belong to younger users, platforms may consider that when assessing whether the account holder is also under 16.
• Membership in youth communities: Participation in groups, forums, or communities aimed at younger audiences may be another signal. On its own, this may not confirm a user’s age, but it could contribute to a broader picture when combined with other data points.

As platforms tighten their rules, many businesses are also reviewing the types of digital content resources they create to ensure campaigns remain appropriate for their intended audiences.

What does the under-16 ban mean for marketers and businesses?

Because under 16s are no longer able to hold accounts on many social media services, marketers will need to revisit audience targeting, campaign planning, and channel mix. Many teams are strengthening owned channels like email marketing to maintain direct relationships with customers. Here are a few ways marketers can adapt to the new law:

• Stop direct marketing to under-16 audiences on social platforms: If under-16s cannot hold accounts on certain platforms, brands should not run campaigns that directly target that demographic.
• Adjust audience targeting and ad strategies: Marketers may need to refine audience settings, focus on older demographics, and review how their ads are delivered across platforms.
• Reconsider influencer partnerships: Campaigns that rely on influencers with large under-16 audiences may need to be updated or redirected to different channels.
• Monitor compliance regularly: Marketing teams should review platform policies to ensure campaigns follow the latest rules. It’s also important to understand best practices around email compliance when building and managing subscriber lists.

The most resilient marketing strategies don’t rely on a single platform. They are built around direct, lasting audience relationships across channels you control, like email, SMS, and your website. Exploring different email marketing strategies can help teams adapt with confidence as platform rules continue to change.