How Australia’s Under-16 Social Media Ban Will Transform Ad Targeting
Last Updated on 30 September 2025 by Dorian Menard
Australia has become the first country to legally mandate social media platforms block under-16s, with enforcement beginning 10 December 2025. The eSafety Commissioner will oversee compliance with fines reaching AUD $49.5 million for systemic breaches. This world-first legislation doesn’t just protect children—it fundamentally disrupts how digital marketers reach youth audiences across TikTok, Instagram, Facebook, YouTube, and other major platforms. For Australian advertisers, media buyers, and agencies, this represents the most significant targeting restriction in social media advertising history.
Australia’s New Social Media Age Restrictions – What You Need to Know
The Online Safety Amendment (Social Media Minimum Age) Act 2024 received Royal Assent on 10 December 2024, with a one-year implementation period concluding 10 December 2025. Unlike other jurisdictions’ approaches, Australia’s legislation places zero responsibility on children or parents—the entire compliance burden falls on platforms.
Platforms Definitively Covered
The eSafety Commissioner has confirmed these platforms must implement age restrictions:
- Meta platforms: Facebook, Instagram
- ByteDance: TikTok
- Google: YouTube (main platform)
- Snap Inc: Snapchat
- X Corp: X (formerly Twitter)
Platforms Under Assessment
Additional platforms receiving eSafety assessments include Reddit, Discord, Twitch, and potentially Roblox, depending on their social interaction components versus primary gaming purposes.
What’s Exempt
- Messaging services: WhatsApp, Messenger (direct communication)
- Gaming platforms: Where social interaction is secondary to gameplay
- Educational services: Coursera, educational YouTube channels
- Healthcare platforms: Mental health and medical support services
Compliance Timeline: Key Milestones
Final compliance guidelines and platform assessment results released
Platforms deploy age-assurance systems (AI age estimation, ID checks, parental consent mechanisms)
Platforms must take “reasonable steps” to block under-16 accounts
eSafety monitoring, potential enforcement actions, and fines up to $49.5 million
Why This Matters for Advertisers
The ban eliminates what many marketers consider their most precisely targetable young audience. Australian teens aged 13-17 currently represent 98% social media adoption, with platforms allowing direct age-based targeting as young as 13. This targeting capability vanishes completely for under-16s from December 2025.
The Scale of Disruption
Consider the advertising implications:
- Direct audience loss: No legal path to target 13-15 year olds across major platforms
- Compliance risk: Attempting to circumvent restrictions could trigger eSafety investigations
- Budget reallocation: Youth-focused campaigns must shift spend to alternative channels
- Creative strategy changes: Youth-oriented content becomes legally problematic if designed to attract under-16s
Legal Risk Assessment
Brands attempting to bypass age restrictions through techniques like contextual targeting of “youth-heavy” interests (gaming, music, fashion) could face scrutiny if the eSafety Commissioner determines these constitute attempts to reach under-16s indirectly. The legislation’s “reasonable steps” language suggests patterns of non-compliance will be evaluated systematically.
The Disruption to Targeting and Segmentation
Current Targeting Options Soon to Disappear
Australian advertisers currently leverage several targeting methods that will be significantly impacted:
- Age-based segments: 13-17 demographic targeting eliminated for under-16s
- Interest targeting: Categories over-indexing with teens (gaming, fast fashion, music) will have reduced reach
- Lookalike audiences: Seed lists containing under-16 data will be stripped, potentially altering model effectiveness
- Remarketing pools: Website visitors under 16 cannot be retargeted on social platforms
How Lookalike Audiences Will Change
This represents one of the most technically complex challenges. If your current customer base includes 13-15 year olds, lookalike audience models will lose this data, potentially creating older-skewing audience suggestions that no longer reflect actual customer behaviour patterns.
Current vs. Post-Ban Targeting Comparison
| Targeting Method | Current Options (Before Dec 2025) | Post-Ban (From Dec 10, 2025) | Impact for Advertisers |
|---|---|---|---|
| Age-based targeting | 13–17 selectable as ad audience segment | Under-16 blocked; only 16+ accounts allowed | Direct loss of younger teen segment |
| Interest-based targeting | Gaming, music, fast food, fashion interests often over-index in 13–17 cohort | Platforms must block/strip under-16 data | Reduced reach in “youth-heavy” interest buckets |
| Lookalike audiences | 13–17 included if they share attributes with seed list | Under-16 excluded from modelling | Lookalikes skew older, less reflective of actual teen behaviour |
| Remarketing | Teens served remarketing ads after website/app visits | Blocked for under-16s | Smaller retargeting pools |
| Brand awareness campaigns | Can specifically build awareness among teens | No legal way to target under-16s | Campaigns must shift to 16–24 cohort |
| Influencer partnerships | Teens reached indirectly via influencers | Still possible, but creators must comply with platform rules | Influencer marketing becomes more central |
| Compliance risk | Low – self-regulated policies by platforms | High – fines up to AUD $49.5M per breach | Legal departments involved in ad planning |
What Will Marketers Do Instead?
Industry experts and agencies are already developing alternative strategies. Based on international precedent and early Australian preparations, successful adaptations will likely include:
1. Refocus on 18–24 as the “New Youth” Segment
The 18-24 demographic becomes the primary “young adult” targeting option, but this cohort exhibits different behaviours, preferences, and purchasing power compared to 13-17 year olds. Campaigns will need substantial creative and strategic adjustments.
2. Contextual Targeting Over Behavioural
With demographic targeting restricted, advertisers will shift toward contextual targeting—serving ads based on content rather than user characteristics. This means advertising alongside youth-oriented content while avoiding direct targeting of young users.
3. Influencer and Creator Economy Investment
Influencer marketing offers an indirect path to younger audiences, though creators must comply with platform age restrictions. Expect increased investment in:
- YouTube creator partnerships (though monetisation is restricted for under-16 focused channels)
- TikTok creator collaborations with older influencers who have cross-generational appeal
- Instagram Reels and Stories campaigns via 18+ creators
4. First-Party Data Collection Strategies
With third-party targeting limited, brands are prioritising direct customer relationships through:
- Email marketing (with appropriate age verification)
- Brand-owned apps and experiences
- Loyalty programmes with family involvement
- Event marketing and experiential campaigns
Case Study: How the Ban Affects Perth Retailers
To illustrate the practical impact, consider a Perth-based clothing retailer currently targeting 13-17 year olds across Instagram and TikTok. Based on Australian teen social media usage data:
Pre-Ban Campaign Performance (Estimated)
- Target audience: Perth metro 13-17 year olds interested in fashion
- Estimated reach: 45,000 teens monthly
- Primary platforms: Instagram (57% of teens), TikTok (38% of teens)
- Campaign focus: Back-to-school fashion, weekend wear
Post-Ban Adaptation Strategy
- New target: Perth metro 16-24 year olds + family targeting
- Estimated reach reduction: 60% decrease in directly targetable audience
- Channel diversification: 30% budget shift to YouTube creators, local events, email marketing
- Creative adaptation: Family-oriented messaging, parental decision-maker focus
Budget Impact: The Perth retailer estimates a 40% increase in customer acquisition costs due to reduced targeting precision and the need to reach decision-makers (parents) rather than end-users (teens).
Will Other Countries Follow Australia’s Lead?
Australia’s legislation is creating international precedent, with several jurisdictions considering similar measures:
European Union
The Digital Services Act already restricts targeted advertising to minors, and the EU is monitoring Australia’s implementation closely. Expect similar age verification requirements within 18 months.
United Kingdom
The Online Safety Bill includes provisions for protecting children online. The UK government has indicated interest in Australia’s “world-first” approach, particularly the enforcement mechanisms.
United States
Multiple states have introduced similar legislation, though federal implementation remains challenging. California’s California Age-Appropriate Design Code Act shares similar objectives.
Canada
The Digital Charter Implementation Act includes youth protection provisions, with policymakers citing Australia’s model as a potential framework.
Global Marketing Implications
Multinational brands should prepare for a patchwork of age verification requirements globally. What works for Australian compliance may become a competitive advantage when similar legislation spreads internationally.
How Should You Prepare Your Campaigns Before the Ban?
With enforcement beginning 10 December 2025, Australian marketers have approximately 12 months to adapt strategies. Priority actions include:
1. Audit Current Youth Targeting Segments
Immediate action required: Review all current campaigns targeting users under 16. Document:
- Campaign performance baselines
- Audience composition (13-15 vs 16-17 split)
- Budget allocation across affected segments
- Conversion rates by age group
2. Test Alternative Targeting Methods
Start testing now: Begin A/B testing alternative approaches:
- Contextual targeting: Content-based rather than demographic targeting
- Family targeting: Household decision-makers (parents with teens)
- Interest expansion: Broader interest categories that capture family units
- Geographic targeting: School catchment areas, family-oriented suburbs
3. Diversify Channel Mix
Reduce social media dependency: Build alternative channels before they become necessary:
- Email marketing: Direct customer relationships with appropriate age verification
- Connected TV/OTT: Family viewing contexts
- Gaming advertising: In-game placements on age-appropriate platforms
- Outdoor advertising: Transit, shopping centres, school-adjacent locations
4. Collaborate with Legal Teams
Compliance integration: Marketing and legal teams must align on:
- Campaign review processes for youth-adjacent content
- Age verification requirements for owned channels
- Data handling procedures for customer lists containing minors
- Influencer contract clauses addressing age restrictions
Final Thoughts
Australia’s under-16 social media ban represents more than child protection policy—it’s the most significant shift in youth marketing since the internet’s emergence. The legislation fundamentally changes how brands can legally reach younger audiences, creating both challenges and opportunities.
Smart advertisers will view this transition as a competitive advantage opportunity. Those who adapt quickly, test alternative channels, and build compliant-first strategies will outperform competitors still dependent on traditional social media targeting when enforcement begins.
The ban also signals a broader trend toward ethical, transparent marketing practices. Brands that proactively adopt responsible targeting methods—focusing on value creation rather than psychological manipulation—will build stronger, more sustainable customer relationships.
Key Takeaway
This isn’t just about compliance—it’s about building a more ethical, sustainable approach to youth marketing that will serve Australian brands well as similar legislation spreads globally. The brands that thrive will be those that see this challenge as an opportunity to build deeper, more authentic connections with young consumers and their families.
Dorian Menard
https://searchscope.com.auI’m Dorian, founder of Search Scope and an SEO obsessed with ROI and lead generation. After a decade in the trenches, I’ve built and ranked digital assets for businesses across the world. I cut through the noise with data, automation, and strategies that actually convert. When I’m not scaling rankings, you’ll find me on a motorbike or setting chess traps — always planning three moves ahead.