How agencies in M'sia are preparing for the under-16 social media ban

With the Malaysian government set to enforce a social media age limit barring those under 16 from creating accounts in 2026, agencies in the country’s digital and social media space are weighing in on what this change means for advertisers.

The ruling, part of the Online Safety Act coming into effect in January, aims to address cyberbullying, sexual harassment, and behavioural issues among schoolchildren linked to early and unregulated social media exposure. However, its implementation details, penalties for non-compliance, and monitoring mechanisms are still awaiting clarification.

Critics, quoted by Nikkei Asia, have raised concerns over broader surveillance and potential social divides, while reports from The Rakyat Post highlighted worries about enforcement and the impact on underprivileged students who rely on social media for free tuition. Others questioned the logic of restricting social media for under-16s while still allowing them to marry.

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Despite these debates, early reactions from the advertising industry suggest the business impact may be less dramatic than expected, though some ripple effects are anticipated as brands and agencies adjust to the new landscape. Across the board, four boutique agencies involved in social media work that A+M reached out to, say the regulation aligns with how platforms already function. Most major social media channels only allow ad targeting from ages 18 and above, meaning the under-16 audience has never been a core pillar of paid social strategies.

Being responsible partners

For 360 marketing agency BLWN, the shift is largely operational, not strategic. Mark Lee, its chief operating officer, said the team has already aligned with the direction of the regulation. “Our campaigns have always focused on decision-makers, so operationally there’s not much disruption, but we’re tightening our age-gating, updating targeting protocols, and making sure our influencer and platform processes are fully compliant ahead of time.” He added that the move is more about “being responsible partners” and preparing early so “there are no surprises when 2026 arrives.”

Like many agencies, BLWN has never relied on teens to drive conversions. “Even for products meant for younger users, we’ve always targeted the people who actually have authority to buy, such as parents, guardians, working adults,” said Lee. He expects the industry to feel the effects indirectly, pointing out that:

With a smaller audience pool for everyone to fight for, cost per milles (CPMs) may go up industry-wide.

An ecosystem of support

Media agency Yellow Paper Plane echoed a similar sentiment. Executive director Fan Chen Yip said the agency does not target under-18s as a rule, meaning “no need to prepare or scramble.” Youths under 16 have never formed a significant portion of their audience, he said, as “advertising would be primarily targeted to their parents.”

However, Fan urged brands to re-familiarise themselves with self-regulation and industry guidelines on marketing to minors, referencing the Advetising Standards Malaysia (ASA) and the Content Forum. He added that the ecosystem should “support creators and platforms that produce responsible content,” cautioning that the belief that extreme or irresponsible content drives engagement is “certainly not sustainable, and definitely not something legitimate brands and agency partners should encourage.”

Targeting the right demographic

Meanwhile, creative agency Forefront’s chief marketing officer, Sylvester Hiew, described the upcoming ban as “a sensible one” given the complexities of regulating online content for minors. The agency is taking the pragmatic step of closely studying the bill and tracking how platforms update their policies. “That will enable us to better propose solutions to clients whose business objectives involve minors,” he said.

Still, Hiew emphasised that the regulation does not alter their targeting strategy. “Demographic-based targeting is becoming less effective on its own,” he said, noting that shared interests often transcend age groups. For products involving younger consumers:

The best person to reach is their parents, guardians, or even teachers.

Looking ahead, Hiew recommends brands lean into first-party data and integrated storytelling. He points to multi-screen strategies, including connected devices (CTV) and digital out-of-home (DOOH), as essential tools when direct reach becomes limited.

Rethinking the channel mix

For Pandan Social, the immediate priority is clarity and communication. Its co-founder, Daniel Woodroof, said the team is spending most of this period keeping clients closely informed, given that many of the mechanics behind the under-16 social media age limit are still unclear.

“We still don’t know how enforcement will work, whether it will be phased, or what happens to existing underage accounts,” he said. Until then, the agency is focusing on privacy-safe, compliant and relevance-first content strategies, principles that have shaped their work long before the regulation was announced.

Operationally, Woodroof does not expect a major disruption, but he acknowledges that the shift will push marketers to rethink their channel mix. He said:

If an entire age segment becomes unavailable, the industry will naturally need to explore alternative touchpoints.

He pointed to YouTube, OOH, retail activations, TV and search as natural extensions. He added that the agency will double down on experimentation, applying the same A/B testing mentality to platform alternatives, while relying more heavily on contextual and values-driven content instead of demographic targeting.

Taken collectively, the four agencies agree that the under-16 social media restriction will not upend the fundamentals of digital advertising in Malaysia. But it will sharpen the industry’s focus on responsibility, parental influence, and more holistic ways of reaching audiences beyond the confines of platform targeting.

In step with Australia

Malaysia’s move to ban those aged 16 and under from creating social media accounts in 2026 places it in parallel with Australia, which will enforce a similar restriction beginning 10 December. Under the Australian law, the responsibility falls on social media platforms—not minors or their parents—to take reasonable steps to block under-16s from creating accounts. Platforms that fail to comply may face fines of up to US$32 million, with enforcement methods having been trialled since January 2025.

When A+M spoke with Malaysian agency leaders last year about Australia’s plan, many supported the intention to protect young users from digital harm, but questioned whether such regulations could be effectively enforced or sustained. Suzen Chai of LOKi Digital felt the legislation could help reduce negative behaviours already visible in Malaysia, where early access has fuelled a “consumerist mindset.” On the other hand, Rengeeta Rendava of Mad Hat Asia argued the ban was “unlikely to be enforceable nor sustainable,” suggesting that stronger digital literacy education for parents and schools would be a more meaningful solution.

Tanner Nagib, founder of Beatnk, added that teens “told they can’t do something… often find a way to do it anyway,” warning that a ban could simply push younger users to migrate to unregulated platforms. The three agency leaders agreed that, should Malaysia follow suit, marketers would likely be nudged to rethink their creative and media strategies, turning to gaming environments, family-oriented content, or on-ground activations as alternative channels to reach younger cohorts without breaching regulatory limits.

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Australia to ban social media for children: How could this impact marketers?
Under-16s to be banned from social media in 2026
‘No one-size-fits-all solution’ as industry prepares for under-16 social media ban in AU