Australia's Social Media Ban Sparks Exodus of Teen Influencers to Friendlier Markets
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A world-first social media ban in Australia, set to take effect on December 10, is sending shockwaves through the country's thriving influencer economy. The ban, which prohibits children under 16 from having social media accounts, has left many teen content creators reeling, with some considering a move abroad to continue their careers. For YouTube star Jordan Barclay, who built a $50 million company by age 23 producing gaming content for 23 million subscribers, the ban is a major concern. "We can't afford to keep doing business if advertisers leave Australia," he said, citing the potential loss of revenue and views. Social media researcher Susan Grantham at Griffith University warns that the ban could lead to a significant drop in advertisers and views, hitting YouTubers particularly hard. "If all these accounts disappear, it's going to be detrimental to the influencer economy," she said. The law requires companies to block the accounts of over a million people under the cut-off age, with penalties of up to $49.5 million for "systemic breaches." While teenagers can still watch YouTube without an account, the site's algorithm will fail to drive traffic to popular posts, reducing views. Creators on YouTube, TikTok, and Instagram stand to lose earnings through promotions if their follower numbers fall, Grantham said. Advertisers are also on edge about campaigns targeting younger audiences, with few sponsorship deals being made as the ban deadline nears. Some creators have already made the decision to leave Australia, including the Empire Family, who relocated to Britain in October. Others, like the Lah-Lah YouTube channel, are concerned about lasting reputational damage from the government's description of YouTube's harm to children. The ban has also sparked concerns about the impact on smaller creators with domestic audiences, who may be hit harder by the loss of followers and engagement. For Dimi Heryxlim, a 15-year-old owner of a food stall in Sydney's west, losing access to his TikTok and Instagram accounts will be a major blow, but he plans to return as soon as he turns 16. As the ban takes effect, many teen influencers are left wondering if they will have to leave their homes to continue their careers. The question on everyone's mind is: where will they go?
