Australia has already dropped the bomb: from December 2025, kids under 16 won’t be allowed to hold social media accounts. Now, New Zealand is set to follow suit with similar legislation.
And while this might sound like a “parent vs teenager” conversation, the reality is: if you run a business, this impacts you too.
Let’s talk about what’s changing, and more importantly, how to adapt so your marketing doesn’t get left behind.
The short version of the new rules
Social media platforms will have to block under-16s from creating or holding accounts.
They’ll be pressured to tighten up age-verification - think ID checks or proof-of-age steps for all users.
Non-compliant platforms could face fines (up to $2 million in NZ).
Teens can still view content logged out, but they won’t be able to create, comment, or engage.
Messaging apps, gaming platforms, and educational tools may be treated differently (with some exemptions).
Why business owners need to care
1. Your under-16 audience just got harder to reach
If you sell products or services directly to teenagers (fashion, beauty, sports gear, gaming, entertainment), your social media funnel is about to shrink. Those casual scrollers who turn into followers, then buyers? Gone.
2. Your marketing strategy needs a pivot
You can’t rely on Instagram or TikTok alone. Under-16s will still browse, but without accounts they can’t follow you, comment, or save your content. That means your brand visibility takes a hit.
3. Parents are the new gatekeepers
If teens are your end-users, their parents will become the ones you actually need to reach. Messaging will need to shift from “fun and trendy” to “safe, smart, and worth the spend” - because Mum or Dad will be the one holding the card.
4. Verification could affect everyone
Even if you don’t sell to teens, expect changes. Platforms may roll out ID checks across the board to comply. That could slow down sign-ups, reduce impulse follows, and add friction to the customer journey.
The wider ripple effects
Like any big law change, there are challenges:
Effectiveness - Teens will find workarounds. Fake ages, VPNs, using someone else’s account… it’s not watertight.
Privacy questions - Age-checks mean more personal data being handed over. That can create trust issues with your customers.
Unintended consequences - Some younger users may drift to less regulated platforms, making it harder for brands to know where their audience actually is.
How to get ahead now
This isn’t a “wait and see” situation - it’s a shift how you market situation.
Audit your audience: how much of your buyer base is under 16 vs over? Where do their parents fit in?
Invest in email marketing: no age restrictions there, and it gives you a direct line to both teens and parents.
Strengthen SEO: if teens can’t follow you on socials, make sure they can still find you via Google.
Expand channels: influencer marketing, YouTube content, or even offline tactics (events, posters, retail activations) will carry more weight.
Rethink messaging: if parents are the buyers, speak to them. Highlight safety, quality, and value.
Final word
This under-16 social media ban is a turning point. It’s not just about keeping kids safe online - it’s about reshaping how businesses connect with the next generation of customers.
If you want to stay relevant, you need to pivot now. Review your marketing, get creative with your channels, and start building strategies that don’t rely on social media accounts alone.
Because when the rules change, the brands who adapt fastest are the ones who win!
