Australia’s internet is on the cusp of a watershed moment. The government’s ban on social media for under-16s, which comes into effect in 12 months’ time, may prove to be the tipping point. By targeting a demographic that has grown up online, this legislation is likely to hasten the decline of social media in Australia, further fragmenting digital audiences and leaving marketers facing a future where the platforms they’ve relied on for over a decade lose their dominant influence.
In its heyday, the internet promised connection and creativity. Social media was the great equalizer, enabling brands to engage directly with their audiences, amplify their reach, and build communities. But this digital utopia has become a battleground of distrust. Fraud, bots, AI-generated content, and invasive algorithms have left users disillusioned. The proposed social media ban only deepens this erosion by cutting off a key demographic, creating a ripple effect that will fundamentally reshape the digital marketing landscape.
The implications of the ban extend far beyond Australia
The significance of this move might extend far beyond Australian borders. As concerns about digital safety, misinformation, and mental health grow globally, Australia’s firm stance is being watched by policymakers worldwide. The world’s first social media ban for u16s—if successfully implemented—could inspire similar legislation in other countries, triggering a broader shift in how younger audiences interact with digital platforms.While the question of whether or not a blanket ban on social media is a good idea is a debate for another day, I do believe it raises the stakes for marketers: social media restrictions will force brands to get creative and rethink how they engage with these increasingly elusive demographics.
As marketers, we must accept the uncomfortable truth: the digital channels we once trusted are no longer a safe bet. If Australia’s under-16s are pushed offline, brands will face a new reality where some of their most lucrative target groups are unreachable in digital spaces. Add to this the growing skepticism of digital privacy and rising demand for authenticity, and it becomes clear that relying on social media will no longer cut it. Gartner predicts that 50% of consumers will significantly limit their social media interactions by 2025.
Marketers need to embrace greater creativity and diversity of media mix
The implications are clear: marketers need to rethink their media strategies and identify other effective channels to engage young consumers.This could mean returning to trusted, high-impact channels such as TV, radio, and out-of-home (OOH), especially if the ban drives kids to outdoor activities. These formats aren’t just surviving—they’re thriving. Their impact is tangible, their reach measurable, and their ability to cut through the digital noise unmatched.
OOH, in particular, is enjoying a renaissance, thanks to breakthroughs like independent verification, better measurement and programmatic buying. Its physical presence offers authenticity that digital ads can’t replicate. A strategically placed billboard or transit ad has no algorithm to fight, no bots to contend with, and no privacy concerns to manage. It’s real, visible, and trusted—qualities that resonate in a world losing faith in the digital. Australia, where independent verification is the gold standard, is leading the way in OOH. Advertiser spend on OOH reached a record 16% of total media spend in September, compared to a global average of 5%.
As we navigate the aftermath of Australia’s social media legislation, we’re reminded of a crucial marketing truth: communities will always exist, but the platforms they frequent will change. The possible decline of social media as we know it isn’t just an obstacle—it’s an opportunity. Many campaigns, especially in industries such as entertainment, fashion, and gaming, have traditionally been targeted at younger audiences via social media. With restrictions in place, there’s an opportunity for marketers to shift their focus, invest in age-appropriate platforms and use more traditional channels.
I believe that this shift could be a net positive for the marketing and advertising industry, encouraging a return to a more diversified media mix and creative strategies. It’s a chance to embrace advertising that meets people where they are, not where algorithms think they should be.
In the face of disruption, those who adapt will thrive. The marketers who shift their ad spend from online to tangible, traditional channels will emerge as leaders in this new advertising era. Increasing the diversity of your media mix is no longer an option – it is the only way forward.
Mo Moubayed is co-founder and co-CEO of Veridooh, a market-leading adtech company that provides the world’s first independent verification solution for OOH advertising. Veridooh has won multiple awards, including Campaign Asia’s 2023 Most Valuable Technology and B&T’s 2023 Marketing Technology Company of the Year Award, and raised $5 million in Series A funding in 2022. A winner of Campaign’s 40 Under 40 in 2022, Mo is one of the most influential thought leaders in the OOH advertising industry.
This story first appeared on Performance Marketing World.
