Australia Rolls Out Public Campaign for National 16-Year Social Media Age Limit

New Age Restrictions Imminent

The Australian government has initiated a public education campaign to inform citizens about a new national 16-year age limit for social media accounts, which is scheduled to come into effect on December 10, 2025. The campaign, titled 'For The Good Of', began on October 19, 2025, and is disseminating information across various channels including digital platforms, television, radio, and billboards. Resources are also available through the eSafety Commissioner's website.

The new age restriction is a result of the Online Safety Amendment (Social Media Minimum Age) Act 2024 (Cth), which was passed by the Australian Parliament on November 29, 2024, and assented to on December 10, 2024. This legislation amends the Online Safety Act 2021 and places the responsibility on social media platforms to take 'reasonable steps' to prevent Australians under 16 from having accounts.

Rationale and Scope of the Law

The Albanese Government, led by Communications Minister Anika Wells, has stated the primary goal is to protect young Australians from online harms and the negative impacts social media can have on their well-being. Minister Wells emphasized the aim to give young people 'three more years to learn who they are before platforms assume who they are.' The legislation applies to a broad range of platforms, including Facebook, Instagram, Reddit, Snapchat, TikTok, X (formerly Twitter), and YouTube.

However, certain services are exempt from the new rules. These include platforms primarily used for:

• Messaging, email, voice calling, or video calling
• Online games
• Sharing information about products or services
• Professional networking or development
• Education and health services

Examples of exempt services include Messenger Kids, WhatsApp, Kids Helpline, and Google Classroom.

Enforcement and Industry Obligations

Social media companies that fail to implement 'reasonable steps' to prevent underage access face significant civil penalties, with fines reaching up to AUD $50 million (or $49.5 million). The onus for compliance rests solely with the platforms, with no penalties for parents or children who may violate the restrictions. Platforms were given a 12-month transition period from the law's passage to develop and roll out age assurance systems.

The eSafety Commissioner, Julie Inman Grant, plays a crucial role in working with the industry to ensure compliance and has provided guidance on age assurance technologies. While ID checks are a possible method, the government has stipulated they cannot be the sole means of age verification. A report from Age Check Certification Scheme in June 2025 indicated 'no significant technological barriers' to implementing the ban.

Mixed Reactions and Future Outlook

The introduction of the age limit has generated mixed reactions. While proponents highlight the protective benefits for children, some experts and academics have voiced concerns. Over 140 Australian and international academics signed an open letter opposing the measure, describing it as 'too blunt an instrument to address risks effectively.' The Australian Human Rights Commission also expressed reservations, noting potential negative impacts on children's rights. The eSafety Commissioner herself acknowledged the risk of children accessing social media in secret due to the restrictions.