Chances are, people impacted by the ban aren’t the ones you want seeing your marketing material. Photo: diego_cervo.
Up to a million accounts across 10 social media platforms are expected to be deleted this week as the government’s under-16s social media ban takes effect. And while Canberra households brace for the impact of potentially confused or grumpy teens, business owners should ask: how does this impact your social media presence?
The ban encompasses YouTube, Facebook, Instagram, Threads, TikTok, Snapchat, Reddit, X (formerly Twitter) and live-streaming platforms Twitch and Kick.
It takes effect on Wednesday, 10 December 2025, and from this date, platforms are required “to take reasonable steps” to prevent users under 16 from having accounts.
Platforms like Meta – which owns Facebook, Instagram and Threads – are already sending warning notices to users they believe are under 16, telling them to “download and delete” their accounts by Thursday, 4 December.
But what exactly does the loss of up to a million accounts across the social media landscape mean for business? Especially those who spend a fair chunk of their marketing budgets on Facebook, Instagram and YouTube?
It’s good news, according to the founder of Canberra digital marketing agency FIBER, Kevin Bhadra, who describes the social media ban as “a win” for all Canberra businesses.
“It’s not the disaster many businesses fear,” he says.
“Businesses might see their reach and follower numbers drop slightly in December, but overall it’s a win.”
Only brands that rely directly on marketing to teenagers – think beauty, gaming, fast fashion – face any real challenge. For everyone else: “Your digital advertising is about to become more efficient,” Mr Bhadra says.
“The ban removes a big chunk of these ‘unknown age’ accounts, people businesses were never trying to reach in the first place.
“If you’re targeting 25-plus and there’s a 15-year-old who’s lied about their age, your money is wasted. They’re not actually your target audience.
“What matters is that your ads will finally land in front of real decision-makers like homeowners, parents and customers with buying power.”
FIBER founder Kevin Bhadra says the ban could mean you get more bang for your buck when it comes to marketing spend. Photo: FIBER.
So, if you own a business, do you need to do anything?
“Yes – use the next few weeks to tighten your ad targeting, update your audience settings and reset expectations around reach-based metrics,” Mr Bhadra says.
“This is the moment to focus on what actually drives growth – website visits, enquiries and conversions.”
FIBER is preparing its clients for the shift: fewer irrelevant eyeballs, more qualified ones and a clearer picture of who’s truly engaging.
“The takeaway is that the under-16 social media ban isn’t a threat to your marketing, it’s a correction,” Mr Bhadra says.
“And one that puts your budget back where it belongs. In front of adults who can actually buy from you.”
