The social media ban for teenagers is a big problem for brands Australia leads this new revolution

Recently, Australia approved a law aimed at preventing minors under 16 from accessing major social media platforms. The measure, however, is still rather unclear: there is no official list of the platforms involved yet, and the application criteria remain undefined, although the discussion includes services such as TikTok, Instagram, Snapchat, X, Reddit and Facebook, while YouTube and messaging apps are expected to remain excluded.

Regarding the issue, the debate has focused mostly on matters related to young people’s mental health and on the technical challenges of verifying users’ age. Much less discussed, instead, is the impact such a ban would have on brands that use these platforms for promotion, especially those currently targeting younger audiences.

The possible consequences of the ban

If such a large portion of users were banned from social media, brands that currently build most of their visibility on short-form content, trends and youth communities would see their core target shrink significantly. The fashion, beauty, gaming and broader entertainment sectors in particular would lose an audience that may not yet represent an immediate purchasing base, but is crucial for shaping tastes and future trends.

In essence, without under-16s on platforms, companies would have to find alternative channels—more expensive and less dynamic—to reach new generations. The result would be an inevitable migration towards other digital spaces. YouTube, which would remain theoretically accessible to younger users in Australia, would very likely become their main destination. This shift, however, would increase competition and drive up advertising costs, putting smaller brands at a disadvantage.

The impact on the influencer marketing sector

The ban could also generate a side effect that shouldn’t be underestimated: some young users would likely continue using social networks by circumventing restrictions, possibly through their parents’ accounts or age-verification systems that are easy to bypass. For companies, this would create an “invisible” audience, difficult to measure and to include in media planning. The lack of reliable data would also complicate the assessment of campaign impact and make the return on investment more uncertain.

The creator economy would likewise take a hit. Many pieces of content go viral precisely thanks to the attention of younger users, and numerous creators build their growth upon that demographic. Limiting minors’ access would mean reducing the momentum that allows emerging talents to get noticed, triggering a ripple effect on collaborations, campaigns and influencer marketing strategies.

Lastly, there is an additional element of uncertainty: Australia is adopting a much stricter stance than the United States and Europe, which instead focus on safety and transparency standards. If other countries were to follow the Australian example, brands would be forced to rethink their strategies on a geographical basis, increasing operational complexity.