Advertising leaders have welcomed Prime Minister Anthony Albanese’s legislation to enforce a minimum age for access to social media.
Adland sees these regulations as a positive opportunity to decrease ad wastage, boost client confidence and are certain it won't slow advertising investment.
Instead, it’s more about evolving than abandoning social media strategies.
47% of Australians believe the age to access social media should be 14-16, according to a survey of over 400 Australians from insights platform Ideally.
The biggest concerns surrounding social media exposure is bullying (30%), negative self image (17%) and mental health issues (13%).
But the proposed restrictions on social media access for younger users could reshape marketing strategies across the board, especially for brands currently targeting these demographics.
Brands should check in with audiences early to gauge sentiment on content or the channels they are using, marketers can keep a finger on the pulse of what’s working and equally, what’s not, Ideally's head of Australia Simon Gawn told AdNews.
“Making sweeping assumptions about what drives Aussie sentiment is unlikely to shift trust in the right direction,” Gawn said.
“Marketers need to really tune in and listen to what Aussies care about and reflect that in the strategies they create.”
The regulation might actually enhance the quality of marketing, says Hopeful Monsters marketing manager Garry Dawson.
“Marketers will need to rethink how they engage younger audiences, possibly turning toward alternative platforms such as streaming platforms and gaming spaces, as well as other compliant environments,” Dawson told AdNews.
"This shift will necessitate not just a change in tactics but also a deeper understanding of where these audiences are spending their time and how they are spending it.
“I think this will bring out more creative campaigns going forward. Brands won’t be able to just pay a gazillion dollars in Meta Ads and hope for the best.
“This will force brands to connect with their audiences on a deeper and more authentic level. Which is never a bad thing.”
But the real challenge for the legislation is enforcement.
Given the complexities of age verification and the ways in which young people will attempt to bypass the restrictions, says Dawson.
“It stirs up critical questions about further, wider, blanket regulations not just for younger people but for adults as well,” Dawson said.
“I get the feeling the online world is coming to the end of its anonymity era and we will all eventually be bound by digital identity verification, whether you’re 14 or 94. That’s probably a very good thing.”
But this is only a start to how social media needs to be regulated
News Corp Australasia executive chairman Michael Miller said protecting children is a top priority.
“The courage families have shown by sharing the catastrophic effects of social media through our Let Them Be Kids campaign and reporting by others has inspired action,” Miller said.
“But the work to combat the toll tech media is wreaking on Australia is only just beginning.
“The platforms must also be forced to stop running scams and fakes, promoting body shaming and trolling, peddling misinformation and impacting Australia’s democratic way of life.
“They must pay for the Australian news content they use to build their fortunes and the government must force them to adhere to Australia's rules and accept responsibility for the social, community and commercial damage they are causing.”
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