Social Media Bans for Under-16s - Global Momentum Builds

The UK government has escalated the global debate on children and social media, with Prime Minister Keir Starmer announcing plans this week to accelerate powers that could enable a minimum age of 16 for social media access. A consultation is imminent, with proposals reportedly extending beyond age limits to include tighter controls on addictive design features and AI-driven systems. The signal is clear: online safety for children has moved from discussion to fast-track policy.

The UK joins a widening international movement. Several European jurisdictions are advancing under-16 restrictions, along with Canada, Malysia and others following the precedent set by Australia’s national ban. The regulatory direction of travel is unmistakable; governments are prepared to intervene directly in platform access and design where youth harm is perceived.

Here in New Zealand, the Education and Workforce committee has released its report from the Inquiry into the harm young New Zealanders encounter online. It recommended the Government consider 12 steps, including “restricting access to social media platforms for under 16-year-olds” and “introducing a national regulator for online safety”.  Education Minister Erica Stanford said earlier this year that: “Cabinet has recently taken decisions on a first set of proposals, and an announcement will be made in the next [few] weeks.”

Why this matters for advertisers? For responsible advertisers, this debate is not theoretical. It goes to the heart of placement, targeting and compliance in youth-adjacent environments. If age-based platform access becomes enforceable, robust age verification will become foundational infrastructure - not a technical afterthought. ANZA’s policy position is clear: Robust age verification supports responsible advertising and uphold Children’s and Food & Beverage Code obligations.