A new social media ban in Australia is creating significant challenges for young influencers, impacting their income and creative opportunities. The legislation, which took effect on September 27, 2023, prohibits ten major platforms—including Instagram, YouTube, and Snapchat—from allowing users under the age of 16 to access their accounts. This unprecedented move has left many young creators, like Carlee Jade Clements, grappling with uncertainty about their futures.
Carlee, a 15-year-old influencer from Melbourne, has built a substantial following of 37,000 followers on Instagram. Despite being removed from TikTok, she is still active on Instagram, managed by her mother, Simone Clements. Carlee’s account serves as a digital portfolio, helping her secure various paid opportunities, including brand partnerships. “I got flown to Sydney for an Invisalign ad that I got paid for; I wouldn’t have had that job without my Instagram,” Carlee explained in an interview with the Australian Associated Press. She aspires to become an actor, viewing her social media presence as a stepping stone to her dream career.
However, the new ban has already affected her engagement metrics, which are crucial for generating revenue from advertisers. With many of her predominantly teenage followers now barred from accessing the platform, Carlee has seen a significant drop in her views and interactions. “It’s everything I’ve worked for… to take it away like that is devastating,” she said.
The fear of losing her Instagram account weighs heavily on Carlee, as it would mean not only a loss of income but also the end of valuable networking opportunities. She noted, “If I get kicked off, I won’t be able to get my income.” Carlee has earned enough money to save for her dance costumes, highlighting the financial impact the ban could have on her future.
Communications Minister Anika Wells announced that the eSafety commissioner would require affected platforms to report the current number of under-16 accounts still active. If Carlee loses access to Instagram, she would also miss out on the strong social bonds she has formed through the platform. After the sudden death of her father last year, many followers sent supportive messages, which meant a great deal to her family. “We had tens of thousands of people pass on their condolences, and that was massive to us,” Simone stated.
In addition to personal connections, Carlee uses her platform to promote fundraisers for charities like Camp Quality and Redkite, which supported her twin brother, Hayden Clements, during his battle with brain tumors as a child. The loss of her Instagram account would hinder her ability to contribute to these causes.
Some families are already taking drastic measures to avoid the repercussions of the Australian laws. Bec Lea, for example, moved to the UK with her 14-year-old daughter, Charli, an influencer with over 1.85 million YouTube subscribers. “When it became clear that the ban really was coming, we knew we’ve got to find a solution,” Lea shared in a video. She emphasized Charli’s passion for being online as a motivating factor for their relocation.
As the law stands, parents and children will not face penalties for circumventing the ban. The responsibility lies with the technology companies to take “reasonable steps” to ensure that users under the age of 16 cannot access their accounts, or they may face fines of up to AUD 49.5 million.
The consequences of Australia’s social media ban extend beyond individual influencers like Carlee. It raises broader questions about the future of digital creativity and the evolving landscape of social media for young users. As the situation develops, many will be watching closely to see how influencers adapt to this new regulatory environment and what it means for their careers.
