Australia Looks To Ban Social Media for Under 16s

In case you missed it, Australia has proposed a groundbreaking plan to ban social media access for children under 16. Prime Minister Anthony Albanese and Minister for Communications Michelle Rowland introduced these new laws to parliament this year to address growing public and professional concerns about online safety, mental health impacts, and the exploitation of younger users by social media and its associated algorithms.

Known as The Online Safety Amendment (Social Media Minimum Age) Bill 2024, the new laws will mean that popular social media platforms like Snapchat, TikTok, Instagram and X will no longer be able to allow those under 16 to have accounts with them.

If passed, the law will require social media platforms to take reasonable steps to ensure these protections are in place within the allowed one-year implementation period.

Platforms are expected to implement procedures and safeguards to ensure age verification and the enforcement and removal of underage account holders. Unlike other countries that have trialled similar bans, parental consent exceptions will also be prohibited.

At this stage, there is no suggestion of legal recourse for teens or their parents who attempt to circumvent the system.

Whether you’re pro- or anti-proposal, there are undeniable questions about how this will play out in a real-life scenario.

This blanket ban has already received considerable criticism from human rights groups and technical advocacy organisations that are proposing a more balanced approach to the current proposal. However, an even more pertinent argument stems from many believing the ban is essentially impossible.

One of the primary arguments against the ban so far is that tech-savvy teens could use VPNs, fake credentials, or shared accounts to bypass restrictions, making any kind of enforcement by platforms difficult to enact.

Then, there are the inherent issues surrounding privacy and data collection. Strict verification systems would require collecting sensitive personal data. Given the many recent data breaches experienced by leading Australian companies, this raises questions about how this data is stored, used, and protected.

All arguments aside, however, as a business, particularly if you market and sell products to a teenaged audience, you may wonder how this will affect your marketing strategy. Teens aren’t well known for being great lovers of “junk” mail or consumers of other more traditional forms of advertising, such as free-to-air TV or email marketing.

A recent Harvard study suggested that in 2022 alone, social media platforms generated $11 billion in revenue from advertising directed at teens and children.

Assuming the ban works, the immediate fallout from a loss of social media marketing will undoubtedly result in a loss of engagement. Social media gives businesses one of the most targeted lines to their customers, allowing for real-time engagement and feedback. A ban would alter or sever this connection, meaning that brands must find new and creative ways to engage with their teenage market.

We can also assume this will cause a general shift in the digital advertising landscape. Social media platforms dominate digital advertising, and businesses invest billions of dollars into targeted ads. A ban would push brands to explore alternative advertising channels, but few mediums currently offer the same cost efficiency or granular targeting capabilities.

Unfortunately, small businesses may find themselves the hardest hit, as social media traditionally offers some of the most affordable advertising options. Many small enterprises could struggle to market their products without these platforms, potentially reducing their visibility and competitiveness.

If advertising is anything, though, it’s always resourceful, and marketers will no doubt find a way to pitch to their chosen audience, regardless of a social media ban.

Advertising to teenagers without social media would require leveraging alternative channels and creative strategies that still resonate with their interests and habits.

New or adapted methods could look like:

1. Leveraging school and community partnerships
2. Utilising streaming platforms and gaming
3. Create engaging physical campaigns like pop-up events or street marketing teams
4. Focus on traditional media that you know teens are watching or listening to
5. Email and SMS campaigns, particularly with incentivisation like perks or interactive content
6. Peer and influencer marketing through other available platforms like blogs, podcasts, YouTube, and educational websites
7. Build stronger websites and apps with a clear focus on content that is engaging to a teen audience (e.g. Gamified elements, AR, chat features and interactivity)
8. Support causes that teens care about - They can be a surprisingly conscious bunch when it comes to social and environmental responsibility and will often engage with brands that support causes that they identify strongly with

The ban has yet to be finalised, but as with all things marketing-related, it’s crucial to stay ahead of the trends and start considering how this may impact your business in the future. By focusing on creativity and relevance, brands can still reach teenagers through avenues beyond social media, building genuine and impactful connections.