Since 10 December 2025, Australians under 16 have not been allowed to hold accounts on a list of major social media platforms. The law puts the duty on the platforms, not on children or parents. For businesses that market on social media, the change is quieter than the headlines suggested. It still affects who can follow you, comment on your posts and see your ads.

This article sets out what the rules say and which platforms they cover. It then looks at what brands, schools, clubs and youth focused businesses may want to review. The list of platforms can change, so check the current position before planning a campaign.

What the law requires

The minimum age rules are an amendment to the Online Safety Act 2021. Age restricted platforms must take reasonable steps to prevent people under 16 from having their own accounts. They are also expected to find existing accounts held by under 16s and deactivate or remove them. eSafety assesses platforms and publishes guidance on the rules.

Children under 16 are not punished for using social media. Neither are their parents, carers or teachers. Penalties fall on the platforms instead. Courts can fine a corporation up to 150,000 penalty units, which eSafety puts at about $49.5 million.

The law also limits how age checks are done. Platforms cannot force Australians to hand over a government issued ID and must offer a reasonable alternative. Personal information collected for age checks can only be used for other purposes, such as marketing, in limited cases like with the person’s consent. That rule builds on the Privacy Act.

Which platforms are covered

The federal government named the age restricted platforms as Facebook, Instagram, Snapchat, TikTok, YouTube, X, Threads, Reddit and Kick. Obligations for those platforms started on 10 December 2025. eSafety later assessed Twitch as age restricted too, with its livestreaming features part of that assessment. The government described the list as dynamic, with assessments continuing over time.

Some popular services were not treated as age restricted. In eSafety’s view, Discord, GitHub, Google Classroom, LEGO Play and Messenger sit outside the rules. The same applies to Pinterest, Roblox, Steam, WhatsApp and YouTube Kids. Pinterest was excluded because social interaction is not its significant purpose. These lists reflect eSafety’s view as at 10 December 2025 and may continue to change.

What does not change

People under 16 can still view publicly available content that does not need an account. eSafety gives most YouTube content and some Facebook pages as examples. It specifically mentions the landing pages of businesses or services. So a public business page can still be seen by younger visitors who are not signed in.

Services whose main purpose is sharing information about products or services are also excluded from the restrictions. Your own website is not a social media platform at all. Anyone of any age can still visit it, read your content and contact you through it. This makes your site more important as the place your audience can always reach.

What it means for brands and marketers

The biggest change is to signed in audiences. Accounts held by under 16s on covered platforms are meant to disappear. That means fewer young followers, fewer comments from that age group and smaller reach among teenagers. If part of your audience was 13 to 15, expect those numbers to drop from your page insights.

Businesses that sell to families are likely to feel this most. Think of tutoring services, sports clubs, dance schools, music teachers, youth events and gaming shops. Many of these have relied on teenagers following, sharing and tagging. The adults who book and pay are still on the platforms, so the message may need to speak to parents instead.

Look at your targeting and your content with fresh eyes. Campaigns aimed at young teens on covered platforms no longer make sense. Competitions that ask entrants to follow, like or tag friends will reach a smaller pool. Check that any age rules in your terms match what the platforms now allow.

Put more weight on your website

A business website is the one channel that stays fully open. It is worth making sure it works well for every visitor, including young people browsing on phones. Follow the advice on keeping your website mobile friendly so pages load and read well on small screens. Many younger visitors will now arrive from search or a shared link rather than an app.

Search becomes a bigger source of visits when social reach falls. The basics of a traffic friendly website still apply. Clear page titles, useful content and fast pages help people find you without a social account. Publish timetables, prices and event details on your own pages rather than only in social posts.

Some organisations will want to add new content types. A club might move announcements to a news page or an email list for parents. A school or studio might add a members area for families. Choosing the right platform matters here, so avoid the common mistakes in choosing a CMS before you add features.

Keep an eye on links and reputation

Changes to social reach often lead businesses to chase traffic from other places. Be careful with paid link schemes or low quality directories that promise quick visits. If old link building has left poor links pointing to your site, learn about disavowing links before you take any action. Steady, honest content tends to hold up better over time.

Think about privacy as well. If you collect details from families on your website, be clear about what you collect and why. Ask parents rather than children for contact details where the service is for young people. Laws and guidance change, so check official sources before collecting any personal information from minors.

Frequently asked questions

Does the social media minimum age apply to my business page?

The rules apply to platforms and to individual accounts held by people under 16. They do not ban businesses from having pages. Public business landing pages can still be viewed by people who are not signed in.

Which platforms are age restricted?

The government named Facebook, Instagram, Snapchat, TikTok, YouTube, X, Threads, Reddit and Kick. Twitch was added later after an eSafety assessment. Check the eSafety social media age restrictions FAQs for the current list, as it can change.

Can my business still advertise to teenagers?

People under 16 should no longer hold accounts on covered platforms, so signed in targeting of that group shrinks. Under 16s may still see public content without an account. Your website and other channels remain open to all ages.

Who checks that platforms follow the rules?

eSafety assesses which platforms are covered and publishes guidance. Courts can fine platforms up to about $49.5 million. Children, parents, carers and teachers are not penalised.

This article is general information only and is not legal advice. Laws and guidance change over time. Speak with a qualified lawyer about your own obligations.