From 10 December 2025, Australians under 16 will be blocked from creating or holding accounts on major social platforms. The Australian Government is requiring companies to take reasonable steps to enforce the rule, with penalties of up to $49.5 million if they fall short. The ban includes TikTok, Instagram, Facebook, Snapchat, X, YouTube, Reddit, Threads and Kick (a video live-streaming platform). It applies to accounts, not browsing, so younger users will still be able to view some content without logging in. It’s expected that existing under-16 accounts will be archived and frozen from mid-December.
Enforcement sits with the platforms; they must verify age in more reliable ways than self-declared birthdays, keep improving their systems, and deactivate underage accounts they detect. Messaging apps such as WhatsApp and Messenger are expected to be exempt because they are considered private communication tools. Some gaming and streaming services, such as Roblox, are still being assessed and are not currently included. Importantly, under-16s will not be personally penalised for breaking the rules, but platforms face serious fines if they do not comply.
What it means for businesses and marketers
If your business targets under-16s on platforms like Instagram or TikTok, be prepared to change your strategy.
Start diversifying: Consider using new platforms to connect with younger audiences. You may consider complementing social media with offline, email, local events, or web content.
Shift your messaging: Messaging aimed at younger teens may need to adjust for compliance, but also for changing behaviours. With under-16s possibly less present (or more hidden) on mainstream social apps, consider focusing on older teens or young adults or find alternative engagement routes.
Data and targeting implications: You may find less accurate/richer audience data for under-16s on these platforms (or harder to obtain). That means potential increases in cost per acquisition, uncertain ROIs, so planners should model that risk.
Ethics and trust become bigger: With regulation emphasising user safety, businesses that show transparency, responsible marketing and age-appropriate content will have an advantage. SMEs can highlight their compliance, values and brand trust to stand out.
Lead time to adapt: Since the law takes effect in mid-December, use the time now to audit your marketing approach. Review your social media mix, collect first-party data, prepare new content plans, and strengthen your website’s appeal to younger customers or parents.
