Australia's government is reportedly gathering evidence to sue major platforms, including Meta, for failing to keep under-16s off their apps. The move, reported by Bloomberg on October 20, would be the first court test of the minimum age law that took effect in December 2025.
What happened
Communications Minister Anika Wells flagged Meta, TikTok, Snapchat and YouTube as potential targets, according to Social Media Today's summary of the Bloomberg report. The law requires platforms to take "reasonable steps" to keep under-16 users out, a standard that is not precisely defined and that platforms could contest in court.
Platforms removed or suspended large numbers of suspected teen profiles after the law started, but early reports cited by Social Media Today suggested many Australian teens were still getting through.
The penalties on the table
In a June 28, 2026 release, the Prime Minister's office announced plans to double the maximum penalty for systemic breaches from $49.5 million to $99 million, and to give the eSafety Commissioner new powers to demand proof of compliance, including information from age assurance and app-store providers. Those powers depend on new legislation.
What happens next
The government has not filed yet; it is reportedly building evidence for Federal Court proceedings. Social Media Today notes that it has not told platforms which age-check method it considers most effective, which leaves room for argument about what counts as reasonable steps.
Whatever the outcome, the direction is clear. Regulators in Australia are moving from issuing guidance to testing it in court, and other markets watching the law will take note of how the first case goes. For advertisers, that means youth-related audience rules are more likely to tighten than loosen over the next year, and campaign plans for Australia should carry some slack for reach changes.
Why advertisers should care
The likely platform response to court pressure is tighter age assurance. In practice that can mean more account checks, more removed or restricted profiles, and a smaller, older reachable audience in Australia. Brands selling youth-skewed products should expect audience estimates to keep shifting.
None of this changes Meta's ad policies directly, but enforcement waves tend to tighten account-level checks across the board, so keep Business Manager verification and page ownership in order.
- Expect AU reach estimates for 18-24 to fluctuate as age checks tighten
- Do not target or build creative aimed at under-16s
- Keep business verification and admin details current
What it means for you
- Australia is moving from guidance to court enforcement of its under-16 ban.
- Proposed maximum penalties double to $99 million per systemic breach.
- Plan for smaller, shifting youth audiences in Australian campaigns.
- Keep verification and account ownership tidy as checks tighten.
Sources
- Social Media Today: Australia prepares to sue social platforms over age violations
- Prime Minister of Australia: Stronger powers and double penalties for world-leading social media law
