Australia Introduces Social Media Age Restrictions: What brands need to know

From the 10 December 2025, Australia will enforce a world-first regulation requiring major social media platforms to take reasonable steps to prevent anyone under 16 from creating or maintaining an account. This move, part of amendments to the Online Safety Act, aims to protect young Australians from online harms linked to excessive screen time, harmful content, and addictive platform features.

What’s Changing?

• Platforms including Facebook, Instagram, TikTok, Snapchat, Threads, X, YouTube, Reddit, and Kick will be classified as age-restricted and must comply with the new rules.
• Enforcement focuses on platforms, not users. There are no fines for individuals, but companies face penalties of up to $49.5 million for non-compliance.
• Platforms will implement age assurance measures such as AI-based age estimation, video selfies, or document checks. However, the law prohibits mandatory government ID and requires privacy safeguards.
• Early enforcement has already begun: Meta is notifying users and will deactivate accounts flagged as under 16 from the 4^th of December.

What This Means for Brands and Creators

Expect short-term disruption as platforms roll out verification systems and remove underage accounts. Here are the key implications:

• Audience Shifts: Reach among younger teens will decline as accounts are reviewed or removed. Creators with teen-heavy followings may see engagement drop or audience mix change.
• Paid Targeting Changes: Options for targeting under-16 audiences will likely shrink or disappear altogether.
• Content Approval Delays: Platform review processes may slow as compliance systems are updated.
• False Positives: Some legitimate users near the age threshold may be caught in verification checks, leading to temporary access issues.
• Platform Variability: Each platform will interpret “reasonable steps” differently, so expect inconsistent enforcement during the transition period.

Why It Matters

This regulation signals a major shift in digital youth policy, with Australia setting a precedent that other markets are watching closely. For brands, it’s a reminder to future-proof strategies:

• Reassess influencer partnerships and audience demographics.
• Explore alternative channels like gaming, education, and community platforms that remain accessible.
• Prepare for data volatility during the adjustment phase.

Bottom line: The next few months will be a learning curve for platforms, creators, and advertisers alike. While the goal is safer online spaces for young Australians, the ripple effects will reshape social strategies across the board.