Meta triggers 14-day countdown for under-16 ban, downplays ad disruption

Meta has fired the starter’s gun on Australia’s new under-16 social media ban, telling brands it expects “minimal to no impact on ad performance for most customers” even as it prepares to remove all known under-16s from Instagram, Facebook and Threads by 10 December.

From today, Meta is notifying users it believes to be aged 13 to 15 that they will lose access to its apps. Those users now have 14 days to download their posts, messages and Reels before their accounts are locked.

The move is in direct response to the federal government’s Social Media Minimum Age law, which raises the access age to 16 and places responsibility on platforms to enforce it.

SEE MORE: Instagram doubles down on safety as Australian ban looms

Meta will begin blocking new under-16 accounts and revoking existing access from 4 December, and expects to remove all identified under-16s by 10 December. Messenger remains unaffected.

“Though we are committed to compliance, we must also acknowledge the findings of the Age Assurance Technology Trial, which recognises the particular challenges of age assurance at the novel 16 age boundary,” Antigone Davis, vice president and global head of safety at Meta, said.

“We believe a better approach is required: a standard, more accurate, and privacy-preserving system, such as OS/app store-level age verification.”

Users flagged incorrectly can verify their age using a video selfie or government ID via Meta’s trusted partner Yoti. Meta continues to emphasise that age estimation at 16 carries significant “natural error margins” and said it will adopt a data-minimisation approach before requesting additional information.

The company is also urging parents to ensure birth dates are correct.

“For all our users aged 15 and under, we understand the importance of the treasured memories, connections and content within your accounts,” said Mia Garlick, regional policy director for Meta. “Look out for our official notifications and follow the instructions to safely preserve and download your digital history.”

Meta Australia managing director Will Easton acknowledged the challenges of blanket bans but said the company remains aligned with the government’s safety goals.

“We share the government’s goal of creating safer, age-appropriate online experiences, however blanket bans bring their own set of challenges,” he said. “For advertisers, we offered limited opportunities to target younger audiences and expect minimal to no impact on ad performance for most customers following the ban.”

“We’re proud to offer advertising solutions that prioritise the safety and well-being of young people, while helping businesses connect with their audiences responsibly.”