Meta has criticised Australia’s new Online Safety Amendment (Social Media Minimum Age) Bill, which bans children under 16 from accessing platforms like Facebook, Instagram, and TikTok. The legislation, which passed, imposes some of the toughest restrictions on social media globally, with fines of up to A$49.5 million ($32 million) for breaches. However, Meta has called the process rushed and lacking in evidence.
“Naturally, we respect the laws decided by the Australian Parliament. However, we are concerned about the process which rushed the legislation through while failing to properly consider the evidence, what industry already does to ensure age-appropriate experiences, and the voices of young people,” a Meta spokesperson said.
The company pointed to inconsistencies in the government’s findings, noting that just last week, a parliamentary committee stated that “the causal link with social media appears unclear” concerning youth mental health. This week, however, the Senate Committee report argued that social media causes harm, prompting Meta to label the process as predetermined.
Australia leads the way in regulating social media
The Bill, which begins enforcement trials in January and takes full effect in a year, positions Australia as a global leader in regulating Big Tech. Unlike similar laws in France and some U.S. states that require parental consent for minors, Australia’s legislation implements a blanket ban for those under 16.
The government has justified the law as a necessary measure to protect young Australians, citing concerns over social media’s potential harm to mental health. Advocates of the Bill argue that bold action is required to safeguard vulnerable youth. However, critics, including Meta, warn of significant unintended consequences, from enforcement challenges to privacy risks and limited digital access for young people.
Impact on advertisers
The legislation’s impact extends beyond tech companies to advertisers, who now face losing access to a key demographic. Platforms like TikTok, Instagram, and Facebook have long been essential for reaching audiences under 16, particularly for brands in gaming, fashion, and entertainment.
Advertisers will need to rethink their strategies, likely shifting to family-oriented campaigns targeting parents as the primary decision-makers. This demographic shift may also lead to increased competition for ad inventory targeting older audiences, driving up costs for precision marketing.
Influencer marketing, a mainstay for campaigns aimed at younger users, will also face disruption. Brands will need to adapt by partnering with influencers who appeal to broader or older audiences, potentially diminishing the effectiveness of campaigns rooted in youth culture.
Ultimately, the legislation may reshape how brands build long-term loyalty with younger audiences, forcing them to find new ways to connect while navigating the restrictions.
Mental health and the evidence gap
The Bill has reignited debates about social media’s role in young people’s mental health. While some studies suggest a correlation between social media use and mental health issues, the evidence remains contested. Last week, a parliamentary committee found no clear causal link, but this was contradicted by the Senate Committee report, which asserted that social media causes harm.
Meta has used this inconsistency to bolster its criticism of the legislation, calling for a more evidence-based approach. “The lack of robust evidence underpinning the Bill demonstrates a need for deeper consultation and collaboration with all stakeholders,” the company said.
A global precedent with complex implications
Australia’s sweeping social media ban for minors is being closely watched by governments worldwide. Florida recently introduced similar legislation banning social media use for children under 14, but it faces legal challenges on free speech grounds.
While the Bill sets a new benchmark in the global push to regulate Big Tech, its rollout will test whether such ambitious measures can be effectively enforced. Meanwhile, Meta has urged lawmakers to explore alternatives, such as age verification at the operating system or app store level, which it argues could reduce privacy risks and minimise challenges for families.
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