The Australian government is preparing to take a bold step by proposing a comprehensive ban that would prevent underage users from accessing social media.

Prime Minister Anthony Albanese has referred to social media as a “scourge” on young Australians and is determined to introduce legislation by the end of the year. The move, although motivated by the desire to protect children from harmful content, carries significant implications for the digital landscape, particularly for platforms and marketers.

If implemented, this ban will require businesses to reconsider their strategies, as the impact will likely extend far beyond a decrease in user numbers and ad revenue.

The Context: Protecting Children in a Digital World

Social media has become a ubiquitous part of children’s lives, offering both benefits and risks. On the one hand, platforms provide access to communities, information, and support networks, particularly for socially or geographically isolated children.

On the other hand, children face risks like cyberbullying, exposure to inappropriate content, and exploitation. A 2023 review by former High Court chief justice Robert French highlighted some troubling statistics: a third of girls and a quarter of boys in Australia had been contacted by strangers online, and one in five had received unsolicited violent or pornographic material.

Enforcement Challenges and Age Verification

One of the most significant hurdles in enforcing a ban of this magnitude is age verification. Tech giants like Meta (which owns Facebook, Instagram, and WhatsApp) and Google (which owns YouTube) have raised concerns about the reliability of current age verification technologies. Although platforms like YouTube offer children’s versions of their services, preventing underage users from falsifying their age is a much more difficult task.

Companies such as Meta and Snap Inc. (owners of Snapchat) have suggested that app stores, rather than individual platforms, should take responsibility for verifying user age. By centralising age verification at the device or app store level, compliance across different apps and platforms could be more efficiently managed.

However, the technology required to implement such a system is still in its infancy. The Australian government has already funded a $6.5 million pilot program to test age assurance technologies, but concerns around privacy, data security, and feasibility remain unresolved.

Changes in Social Algorithms and Content Evolution

Social media algorithms are designed to surface content that is most relevant to users based on their engagement and preferences. A reduction in younger users could lead to a significant shift in the types of content that these algorithms prioritise.

Teenagers are often the driving force behind social media trends. From viral videos to pop culture moments, younger users play a critical role in shaping the social media landscape. Without them, platforms may see a slower spread of trends, leading to lower overall engagement levels. Advertisers that rely on tapping into these viral moments may find it harder to generate the same level of engagement with their campaigns.

For advertisers, this means a shift in content strategy. Brands may need to move away from short, trendy content and focus on creating value-driven, longer-form content that resonates with older audiences. This shift could mark a transition from playful, youth-centric marketing to more mature and informative campaigns that appeal to a wider, more established demographic.

The Impact on Influencer Marketing + Social Commerce

Influencer marketing has become a cornerstone of digital advertising, particularly on platforms like TikTok, Instagram, and YouTube, where younger audiences dominate. Many influencers themselves are teenagers, or they appeal primarily to young users. If the government implements a ban on underage users, these influencers could see a dramatic drop in followers and engagement. This would significantly reduce their value to brands, especially those targeting the younger demographic.

Brands that have heavily invested in influencer marketing will be forced to shift their strategies. One possible response is to focus on influencers who cater to an older audience, or to find content creators whose appeal crosses multiple age groups.

Social commerce, which allows users to shop directly within social media platforms, has been widely adopted by younger users. If underage users are banned, brands may struggle to achieve the same level of success with social commerce campaigns, particularly in sectors like fashion, beauty, and technology.

* Photo by Karsten Winegeart on Unsplash