Could Australia’s social media ban reshape influencer marketing in the UK?

On 10 December a world-first law came into force in Australia, banning under-16s from accessing their social media accounts. Affecting hugely influential platforms such as TikTok, Instagram, YouTube and Snapchat, it marks a significant shift in how social media consumption is regulated. And the world is watching.

The concept behind the new law is to protect young people from potentially harmful content and algorithms, and it’s the first time we’ve seen an out and out ban on this scale. While some groups warn this could infringe on their freedom of speech and ability to connect, it’s ultimately designed to keep young people safe.

It’s estimated that around 5.24 billion people use social media worldwide. Closer to home, around half of all users in the UK are under 35, according to Sprout Social, and it is big business. 

Young people in particular turn to social media and their favourite influencers for advice, entertainment, recommendations and information, and Influencer Marketing Hub projects global influencer marketing spend would reach almost $267bn (£195bn) by the end of 2025.

It’s no surprise that the news of Australia’s social media ban is making waves across the globe, but what can we expect the ripple effects to be? And will the ban reshape influencer marketing here in the UK? Let’s take a closer look. 

The current picture

It’s worth noting that in the UK there are already rules and regulations in place for those under 16 in the online world.

The CAP Code, enforced by the Advertising Standards Authority (ASA) is a set of rules that governs non-broadcast adverts, sales promotions, and direct marketing communications, and defines children as those under the age of 16. This means restrictions on advertising are imposed to ensure marketing communications do not exploit young people’s vulnerability, and marketers must ensure their content is suitable for the audience. 

In this sense, Australia’s age threshold maps closely to the existing UK advertising guardrails. While a total social media ban takes this one step further, the UK is already treading in the same direction.

Seen in this way, Australia’s under-16 ban is less about the policy of one country, and more a signal that harder, age-based access controls are becoming more politically viable. This will naturally force brands and platforms to rethink how they reach younger audiences, and it’s something we’re already doing in the UK.

From reach to responsibility

When targeting younger audiences, influencer marketing must shift from focusing on reach to focusing on responsibility. In other words, it’s not just about the numbers, but about communicating with audiences in an ethical, conscientious way.

If social media access for under-16s becomes more constrained, brands will need to develop strategies built around safe-by-design targeting, creative suitability, and provable compliance. 

Is the content suitable for a younger audience? Do the values of the influencer align with the product being promoted, and is it appropriate for under 16s? Is there more to this influencer than their follower count? These are all questions brands need to consider before working with an influencer.

We can also expect a new premium on age assurance and measurement in influencer marketing. Brands will increasingly demand clearer audience verification, safer targeting, and reporting that stands up to scrutiny. It’s clearly an important topic, and brands can’t afford to overlook due diligence.

Rerouting, not shrinking

Amongst the politics there is still a place for influencer marketing – instead of shrinking, it needs to reroute.

One key element of this is that spend will likely tilt towards content creators over the age of 18, platforms with stronger controls, and formats that don’t rely on under-16 targeting. If a similar ban were to ever come into force in the UK, this means that brands have something to fall back on.

This also pushes brands to build communities and channels of their own, rather than ‘renting’ attention from influencer audiences. Creating a dedicated space gives brands more ownership over these relationships, and therefore more control over the content they are pushing out to audiences. 

Taking accountability is vital in this age of social media. There’s still a place for influencer marketing, it just needs to be done in a responsible way.

Final thoughts

Time will tell as to whether Australia’s under-16s social media ban will truly reshape influencer marketing in the UK. 

While there are already rules and regulations in place, it’s undeniable that this ban will have got brands thinking about how they can tighten up their current controls, and whether we can expect any new UK laws in the future.

For now, influencer marketing needs to focus on responsibility and rerouting. Keeping young people safe online is crucial, and it’s up to brands and influencers of all shapes and sizes to make this happen.

Joseph Black is co-founder of UniTaskr and SHOUT.