The news: Australia’s ban on social media accounts for under-16s, which will take effect on December 10, is the clearest signal yet that the youth web is being rebuilt.

Under the new rules, platforms will be compelled to block or remove minors or face fines of up to AUD 49.5 million ($32.6 million)—a world first that other governments are watching closely, per The BBC. We forecast Australia’s regulations would slow user growth for most major social networks.

Countries including Norway, France, and Belgium, as well as US states like Tennessee and Louisiana, are also considering bans, age-checks, or parental consent for under-16s. New York City is suing Meta, Google, Snap, and TikTok over youth addiction.

Why it’s worth watching: Stricter age-gating of minors on social media reflects mounting concern over harmful content and the limits of platform self-regulation. For brands, this is the beginning of a structural change in how to reach younger audiences.

Social platforms must now operate within tighter identity and age-assurance systems. Doing so elevates privacy compliance, reduces anonymized youth access, and shifts how marketers segment and engage the youth demographic. 

The response: Most social media platforms are adding age-assurance systems, tightening verification flows, and preparing to close or restrict under-16 accounts.

• Instagram adopted a PG-13 standard for teen safety.
• YouTube Shorts launched a screen-time tracker to curb online addiction.
• TikTok and Snapchat instituted Family Pairing and Family center controls, respectively, placing the onus on parents to regulate minors’ social activity.

Zooming out: It’s not just social media. Roblox, Valve, and Epic Games have ramped up gaming age controls through ID verification, credit card checks, and parental consent to segment game experiences around minors’ safety.

What this means for brands: Youth marketing is entering a high-friction era. Age-gating, verified identity, and parental involvement will become standard across major platforms—not just in Australia but in every market edging toward similar rules. 

Brands will need to future-proof their playbooks by looking at alternatives like connected TV (CTV), offline events and sponsorships, and other privacy-safe campaigns.

Treating safety, transparency, and trust as growth levers and investing in strategies that can withstand a more regulated youth internet could build resilience heading into 2026.