Australia will soon block children under 16 from using most major social media sites, and the ban now includes Reddit and the live-streaming platform Kick. As reported by ABC News, the eSafety Commission ruled that each platforms are built mainly for online social media interaction, placing them in the identical group as Snapchat, TikTok, YouTube, X, Facebook, Instagram, and its linked service Threads.
Communications Minister Anika Wells said she met with the most important platforms in recent weeks to ensure there was “no excuse for failure” when the foundations start on December 10. She said the review process would proceed and that the list may change over time. “We aren’t chasing perfection, we’re chasing a meaningful difference,” she said.
Kick, based in Australia, competes with Twitch and draws a mean audience of about 258,000 viewers. Reddit, built around discussion forums, is one of the visited web sites on the planet. In the past few months, eSafety told several platforms they could be included and invited them to argue their case. After reviewing those submissions, regulators made their decision.
Penalties for failing to block underage users
From December 10, firms that don’t take reasonable steps to stop Australians under 16 from holding accounts may face fines of up to $49.5 million. Some tech firms said the federal government waited too long to share clear instructions, which made it harder to prepare. At a Senate hearing last week, representatives from TikTok, Meta, and Snap said they might comply and block access for young teenagers when required.
Snap’s global policy senior vice-president Jennifer Stout called Australia a “first mover” and said the corporate was “learning as we go.” Snap plans to offer a way for underage users to download and store their data before their accounts are locked. TikTok is testing account suspension options, and Meta is exploring similar tools for Instagram and Facebook.
Concerns about harmful content and algorithms
Wells said social media has a task in Australia, but argued there isn’t any room for “predatory algorithms, harmful content and toxic popularity metres manipulating Australian children.” She warned that online platforms can goal young people in ways in which feel like “chilling control,” and said regulators would require platforms to use their very own technology to protect them.
eSafety Commissioner Julie Inman Grant said delaying social media access, in countries like Australia, gives children “worthwhile time to learn and grow” without the pull of infinite scrolling and opaque algorithmic feeds. She urged parents to visit the eSafety website for resources and said there can be live webinars where people can ask questions.
Platforms exempt from the brand new rules
Some services is not going to fall under the brand new rules. Exempt categories include messaging, email, voice or video calling, online games, health, education, and services that help users find details about products. This means Roblox and messaging apps like WhatsApp and Messenger is not going to be blocked. Inman Grant said her agency asked Roblox to prevent adult users from contacting child users without parental consent. “We’re using other tools in our arsenal to keep these other platforms safer,” she said.
She also said the agency is watching platforms that don’t meet the factors today but could draw teens trying to avoid the ban, including Yubo and Bluesky. “This is a dynamic list and can all the time change,” she said, adding that some platforms were “very much on the road.”
As the foundations take hold, attention is popping to age-verification tools. Many firms are testing latest ways to check identity, including AI-driven document scans and basic biometric checks. These methods are raising questions on privacy and where personal data can be stored, but regulators say platforms already use similar systems to recommend content.
Brand safety becomes the next priority
The ban may push more investment in brand safety. With younger users pushed off major platforms, firms might have to rethink how they promote products geared toward teens. Retail, gaming, and consumer goods brands may shift to channels which have built-in parental oversight. Some may reconsider how they handle targeted ads, audience analytics, and sponsorship deals tied to creators who reach younger crowds.
The rules may raise interest in platforms that supply parental consent options. Companies are exploring tools that allow parents manage sign-ups, approve contacts, or check activity logs. These features could grow as more countries consider similar restrictions.
At the identical time, kid-safe ecosystems are growing. These include curated video apps, moderated chat spaces, and closed communities built with safety controls. Many depend on smaller groups, verified adults, and clear parental access. While these platforms attract less attention, they could grow to be more appealing to families and types looking to avoid fines or public criticism.
Marketing strategies may shift
For marketers, the changes may shift how they consider youth-focused campaigns. With fewer teenagers on major platforms, firms may look for partnerships in gaming, education, and community spaces that remain accessible. Influencer strategies may shift as well, especially for creators who depend on younger fans. Brands may revisit where they collect engagement data as platform demographics change.
Australia’s approach has began a wider conversation about how young people spend time online, and the way much control algorithms must have over them. Other governments can be watching to see if age checks can work in practice, and whether platforms can strike a good balance between access and safety.
See also: Social media is the centre of each marketing strategy
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