Australia under-16 social media ban sparks backlash

Australia's planned ban on social media access for under-16s has drawn criticism from legal and advertising industry figures, who warn that the policy may be difficult to enforce and could shift, rather than solve, online safety risks.

Under the proposal, major social media platforms would be required to block users under 16, with access controls underpinned by age verification technologies. The government has framed the measure as a child protection step in response to concerns about mental health, bullying and exposure to harmful content.

Lawyers and digital advertising executives say the move highlights the wider debate over how to balance child safety, effective regulation and the economics of the internet.

Verification limits

Mark Jones, Partner at law firm Payne Hicks Beach and a specialist in online safety harms, questioned whether age checks can support such a ban in practice.

"Australia's U16 social media ban is a bold swing at a complex problem, but it risks becoming the digital equivalent of locking the front door while leaving every window wide open. The whole scheme hinges on age verification systems that are notoriously unreliable - able to read the same teenager as 14 or 43 depending on the angle, and apparently no match for a Beyoncé filter.

"Once you ban something, you invite workarounds: VPNs, alternate accounts, and whatever creative loopholes young people invent next. More importantly, a ban sidesteps the deeper issue of dangerous content and lax platform accountability. If we simply exile under-16s from mainstream platforms without fixing the ecosystem, we're not creating safety; we're simply delaying exposure until their 16th birthday. In a world where kids learn, socialise, and play online, this blunt tool may look decisive, but it's unlikely to deliver the safer internet we all actually want," said Jones, Partner, Payne Hicks Beach.

Jones' comments reflect a growing concern among legal and policy experts that age-verification technology, which can include facial analysis or ID checks, may produce inaccurate results or create new privacy risks if large volumes of identity data are collected.

Workarounds risk

Critics point to the likelihood that some children will bypass restrictions, which could push younger users towards lesser-known or less regulated platforms. That risk is prompting calls for policy measures that focus more on content standards and platform accountability regardless of user age.

Jones argued that the focus on access controls can obscure these questions of platform responsibility for harmful material and design features.

Advertising impact

The proposed ban also raises questions for the digital advertising market, where youth audiences are a major segment and social media platforms play a central role in targeting and reach.

James Young, Regional Director, Australia and New Zealand at ad tech company PubMatic, said the shift will intensify scrutiny of where brands place their budgets and how they align with safer online spaces, including news publishers.

"With Australia moving toward a social media ban for under-16s, conversations about trust, safety, and responsible digital environments have never been more important. Supporting the quality journalism and premium experiences across the open internet plays a critical role in that," said Young, Regional Director, Australia and New Zealand, PubMatic.

Brand safety has already become a priority for advertisers in recent years as they seek to avoid association with harmful or misleading content. A structural change in youth access to major platforms could accelerate spending shifts towards environments with stricter editorial and moderation standards.

Policy context

Australia's approach is being closely watched by regulators in other markets that are considering stronger rules for social media and child safety. It sits alongside international moves such as age-appropriate design codes, tighter data protection rules for minors, and duties of care for digital platforms.

The ban would also add to existing commercial pressures on social media companies, which are already adapting to changes in privacy regulation, tracking restrictions and content moderation expectations across multiple jurisdictions.

How platforms implement age checks and respond to any resulting shifts in user demographics and advertising demand will shape the broader commercial impact.

Young said the debate over the ban aligns with a wider reassessment of the types of digital environments that advertisers and regulators are prepared to support.