In a world-first move, Australians under 16 will soon be banned from using social media. From 10 December 2025, social platforms will be responsible for ensuring no one under 16 can create or use an account.
It’s a change that’s sparked plenty of conversation, from parents supporting tighter online safety rules to marketers and organisations wondering how it might affect their digital strategies.
Why the ban?
The Australian Government’s main driver is concern about social media’s impact on children’s mental health and wellbeing.
While the final list of platforms is yet to be confirmed, it’s expected to include TikTok, Instagram, Snapchat, X (formerly Twitter), Facebook, and even YouTube. eSafety Commissioner has released a list of platforms they believe will be age-restricted, and those that will not.
The new law requires social media companies to take “reasonable steps” to verify users’ ages and restrict under-16s from accessing their platforms.
What does this change mean for Local Governments?
At first, this might sound like a major challenge for Local Government marketing and communications teams, especially those that rely on social media to promote family events, school holiday programs, or leisure centre memberships.
In practice, the impact will likely be minimal. Most Local Governments don’t target under-16s directly. Communications are more often aimed at parents who are the ones making the decisions for their family. Review your personas to see who your key audiences are, and how you reach them.
So while the ban might change who technically sees your posts, it probably won’t change how you communicate.
That said, the ban serves as a good reminder to review your strategy and ensure that your messaging, content, and channels are effectively reaching the target audience.
Practical tips for Local Government communications teams
If your content occasionally reaches younger audiences, here are a few ways to stay connected:
- Audit your channels: Identify which platforms and campaigns are likely to be impacted.
- Reassess your targeting: If you’ve been targeting youth interests (e.g. skateparks, teen events), shift focus to parents or community groups.
- Strengthen owned channels: Keep investing in your website and newsletter; they’ll outlast any algorithm or platform rule change.
- Go beyond social: Partner with schools, or community clubs, and use your library, to share content offline.
- Keep measuring: Monitor event registrations, website traffic, and newsletter growth, not just social engagement.
The impact on businesses and non-profits
While the impact on Local Governments may be small, corporate brands and non-profits that actively target younger audiences could face bigger challenges.
Retailers, sports brands, and entertainment companies have long used social channels like TikTok and Instagram to connect with under-16s. For them, the ban could significantly reduce direct access to key audience groups.
Non-profits that rely on youth engagement, such as those running youth mental health initiatives or community youth services, may also need to rethink how they reach young people online. It’s a good opportunity to revisit your personas and address new ways to reach them.
Here are a few ways to tackle the ban:
- Rethink targeting: With under-16s restricted, campaigns may need to pivot towards parents as the primary messengers.
- Strengthen partnerships: Collaborate with schools, youth clubs and community programs to help bridge the gap left by social media.
- Build owned digital spaces: Create engaging newsletters to engage with under-16s.
- Reevaluate ad spend and success metrics: Social media ad spend is now freed up. That budget could be spent on event partnerships that reach families more organically.
Rethink your digital strategy with ALYKA
The under-16 social media ban will no doubt disrupt some industries. But the impact will depend on what sector you’re operating in. For local government marketing and communications teams, we believe the impact will likely be small. For organisations that rely on social media to communicate with their audiences, it’s time to re-think your strategy and strengthen your owned channels such as your website and newsletters.
Need help with your digital strategy? Get in touch with us today.