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The Australian government announced a national advertising campaign for its social media ban affecting users under 16, with enforcement beginning December 10. Communications Minister Annika Wells unveiled the “For The Good Of” initiative, set to launch October 19 across television, billboards near schools, and social media platforms including Facebook, Instagram, Snapchat, X, and YouTube. The campaign aims to inform families about the new restrictions before platforms must legally block underage users, with companies facing fines up to $49.5 million for systemic violations.
Wells confirmed meetings this week with representatives from Snapchat, Meta, and TikTok to finalize compliance procedures under Australian law. The government expects platforms to use age assurance technology to identify and notify affected accounts before the December deadline, with clear appeals processes for users incorrectly flagged. The E-Safety Commissioner will oversee enforcement of the ban, which Wells described as the first phase of broader online safety reforms. The minister indicated the next policy focus will target digital duty of care obligations for platforms operating in Australia.
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