It’s hard to believe, but Australia has taken a bold leap with a world-first law to ban children under 16 from accessing social media platforms. On the surface, the legislation—passed by the House of Representatives and the upper house—looks like a well-meaning shield to protect vulnerable children from horrendous harms like online sextortion scams and age-restricted content. I get it. But is it really that black and white?
I stand with my alma mater, Oxford University, in echoing the concerns of critics who warn that this legislation could lead to unintended consequences. Research by the Oxford Internet Institute reveals that restrictive measures often drive users—including children—to less regulated online spaces, exposing them to even greater risks. And we all know just how savvy younger audiences are today. In trying to protect them, are we simply pushing them toward new dangers?
Efforts to protect Australian children are admirable, but this controversial social media ban legislation is packed with complexities. For marketers, this seismic shift demands more than just adaptation—it requires a hard look at the trade-offs. Policies like this risk leaving children “digitally isolated” in a world where exposure isn’t just about risk—it’s vital for connection, learning, and staying relevant in today’s fast-changing digital era.
With civil penalties of up to AUD 50 million (Australian dollars) for non-compliance, the Australian government, led by Prime Minister Anthony Albanese, is framing this as essential legal reform. Yet critics—including opposition lawmakers, mental health advocates, and digital rights advocates like Amnesty International—warn that the move could backfire. Is this the solution, or are we simply building yet another “Great Wall” between kids and the digital world they need to navigate?
Reevaluating the Role of Social Media Platforms
Whether you see this social media ban as progressive or regressive, one thing is clear: the digital landscape is changing, and brands must adapt. Social media platform enrollment now hinges on age verification processes powered by age assurance technologies like device-level age verification or alternative age assurance methods.
And here’s the kicker: the reliance on government-issued identification to authenticate individual users raises serious concerns about the privacy of users and the authenticity of identity information. Do we trust social media companies to handle this responsibly, or are we setting ourselves up for another scandal in the making?
I would agree with other digital media experts, who points out, this policy might inadvertently create a brick wall between kids and their essential sense of connection. Cutting off access for children without providing adequate digital alternatives risks turning the internet into an exclusionary space, one where young Australians are left behind.
The Challenges Marketers Must Navigate
Marketers now face three critical challenges in the wake of this ban:
1. Digital Identification and Privacy Concerns
The reliance on digital identification credentials, such as government-issued identity documents, introduces thorny ethical dilemmas. This raises privacy concerns, as highlighted by a study from the University of California, Berkeley, which found that digital identification systems can lead to data breaches and misuse of personal information. The study emphasizes the need for robust data protection measures when implementing such systems. Brands must now find ways to align with age verification purposes while protecting minor users and respecting parental consent. This calls for rigorous evaluation of age assurance trials and investments in privacy-first innovations.
2. Parents as the New Gatekeepers
The ban shifts power back to the authority of parents. If Australian parents share similar concerns to their American counterparts, this legislation could resonate positively. A report from the Pew Research Center reveals that 66% of parents worry about their children’s screen time, highlighting an audience eager for campaigns that champion safe, balanced, and mindful online engagement. For marketers, this means building strategies that appeal to Australian parents, not just their kids. Campaigns must tread carefully, addressing mental health and fostering trust while ensuring that children from harm remain a priority.
3. Adapting to Safer Online Spaces
With gaming platforms and crowd-sourced content sites excluded from the ban, these online spaces will become vital avenues for engagement. Brands must seize this opportunity to create spaces safer for young audiences while tapping into community engagement opportunities.
Shaping the Spotlight: The Rise of a New Generation of Influencers
Many of you may know that over the past decade, I’ve had the privilege of leading the conversation about the rise of a new generation of celebrities and influencers, bringing their impact to the forefront and helping to shape how we view their role in culture and connection. As a marketer who has closely followed younger audiences and been endlessly inspired by their strategies and tactics, the idea of taking away such a vital platform from them feels unthinkable to me. I’ve always admired the creativity and ingenuity of younger generations, especially those under 16, who have managed to not only build global communities but also achieve staggering success as educators and entertainers.
Influencers like Ryan Kaji of Ryan’s World, who has turned toy reviews into a multi-million-dollar empire, or Anastasia Radzinskaya, better known as Like Nastya, whose educational and entertaining content inspires millions, are prime examples of this brilliance. While the ban doesn’t extend to YouTube, it’s platforms like this that showcase the transformative power of combining youth with social media.
These young superstars are far more than just influencers—they are innovators who have transformed how we think about content, connection, and communication. They’ve taught me, as a marketer and leader, valuable lessons about authenticity, creativity, and audience engagement that have shaped my leadership and driven global impact. Taking away the platforms that foster such talent feels like cutting off a vital source of inspiration—not just for their peers, but for leaders like me who see the future through their eyes.
Opportunities for Ethical Marketing
While the legislation has sparked debate, it also offers a chance to focus on positive aspects for children. A study in the Journal of Business Ethics found that companies prioritizing social responsibility and ethical considerations tend to build stronger consumer trust and loyalty, especially among socially conscious demographics. By emphasizing social safety and digital literacy, brands can not only adapt but thrive.
1. Building Trust Within Communities
The Australian community values protections for vulnerable children. Marketers can align with these values by launching initiatives that build trust, turning regulatory hurdles into a chance to strengthen connections with families.
2. Partnering with Experts
Collaborating with mental health experts and online safety campaigners, including groups like Suicide Prevention Australia, ensures campaigns reflect authentic care for youth well-being. Genuine partnerships can make a huge difference in rebuilding public confidence.
3. Innovating Privacy-First Campaigns
Meeting age verification technologies requirements without compromising user privacy positions brands as ethical leaders. This is an opportunity to champion innovations in digital rights while staying ahead of global trends.
A Call for Scrutiny and Solutions
As ABC News and CBS News report, the world’s first social media ban for children has prompted fears of systemic failures and a lack of adequate scrutiny. Voices like independent lawmaker Zoe Daniel are calling for opposition amendments and a government-commissioned evaluation to address the law’s blind spots.
For marketers, the message is clear: transparency matters. Align with the true object of the law—child welfare—while advocating for balanced policies that avoid alienating young audiences or creating unintended consequences.
A Balancing Act for the Digital Future
There is no doubt in my mind that Australia’s social media ban is as controversial as it is consequential. While it seeks to address dangers for children, it also risks sidelining Australian users and leaving them out of the digital conversation. For those of you familiar with my book, The Kim Kardashian Principle, you know I am not an advocate of censorship and believe in embracing the full spectrum of possibilities that come with an open mind. So for marketers, this ban on children isn’t just about compliance—it’s about taking a stance on the role of exposure in shaping young minds.
As the Australian government rolls out age verification trials, I’d say brands must lead with empathy, innovation, and a commitment to making a difference to people. By embracing ethical practices, fostering community engagement opportunities, and rethinking how we connect with younger audiences, the marketing industry can help shape a digital world that balances online safety with opportunity.
I’d say the stakes are high, but so are the rewards—if you’re bold enough to adapt.
Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)