Australia Launches A$14 Million Campaign Ahead of Teen Social Media Ban
SYDNEY, Oct 14 – Australia has rolled out a multimillion-dollar marketing campaign to promote its world-first ban on social media for teenagers under 16, set to take effect on December 10. The A$14 million ($9.05 million) campaign, titled “For The Good Of,” will appear on TV, billboards, and social media, highlighting the government’s message that the law is aimed at protecting young people.
Communications Minister Anika Wells said the campaign is designed to raise awareness among families and prompt parents to discuss the changes with their children. “We’re doing these things, ultimately, for the good of young people in Australia,” Wells told reporters.
The campaign’s 45-second video depicts children absorbed in their smartphones, with a voiceover stating: “For the good of Kirsty, for the good of Lucy and Anya, for the good of Sam, for the good of Holly, for the good of Noah, for the good of their wellbeing.” It then adds: “From December 10, people under the age of 16 will no longer have access to social media accounts. It’s part of a new law to keep under-16s safer online.”
The legislation, passed in November 2024, raises the minimum age for social media access from 13 to 16, citing concerns about overuse of social media, exposure to misinformation, cyberbullying, and harmful body image depictions. Prime Minister Anthony Albanese’s government described the law as a proactive step to safeguard teen wellbeing.
Australia’s approach has attracted global attention, with social media platforms pushing back. During a parliamentary hearing on Monday, YouTube warned the ban could have “unintended consequences” and be “extremely difficult” to enforce. The platform, owned by Alphabet (GOOGL.O), also indicated it might pursue legal action over its inclusion in the ban.
Minister Wells confirmed she is meeting with Meta (META.O), TikTok, and Snapchat (SNAP.N) this week to reinforce the government’s enforcement expectations. “I am confident they understand their obligations under Australian law and they will deliver upon their obligations,” she said.
The campaign’s launch reflects Australia’s firm stance on digital safety for minors, positioning the country as a potential model for other nations considering stricter social media regulations for teenagers.
