The Social Saga - Part One

On Friday 13th I watched something truly horrifying. Remember that scene in Scream? Well Channel 4’s ‘Swiped’ just took scary-phone-time to a whole new level.

The show sees a class of year 8’s give up smart devices for three weeks, and is littered with spine-chilling facts about phone usage and the types of content not just available, but targeted at this age group. It’s not all social media, but needless to say these platforms make up a big part of the problem that’s devastating parents.

So, as I lay gobsmacked on the sofa, I started googling more about Australia’s online safety amendment bill, a fascinating legislation responding to the “clear, causal link between the rise of social media and the harm to the mental health of young Australians” according to Australian Prime Minister Anthony Albanese.

Due to come into force towards the end of 2025, ‘age-assurance technology’ will restrict users under 16 from accessing social media platforms, with hefty fines dished out to companies that fail to comply. It’s VERY unclear how this will all work, how it will be regulated, and who will need to adhere to the law - for example, we already know YouTube will be exempt due to its educational purpose. Ethical questions are also being raised by those opposing the ban concerning young adult’s rights to free speech and the access of information; this is a debate that will rage on through 2025.

In readiness for the change though, content and targeting strategies are being urgently reviewed. This is a huge shift that could not only impact millions of $ of revenue, but also “redefine how brands engage with audiences and how social platforms operate" according to Jessica White, vp of creative and media at digital agency Dept (Aus).

And while it appears on the face of it that Australia is a leader in this area, both the US and Canada have discussions open regarding the banning of TikTok. Norway announced plans to ban kids under 15 from using social media, while France is testing a smartphone ban for kids under 15 in a limited number of schools - a policy that could be rolled out nationwide if successful.

So, what about us? Well, last month the technology secretary advised a possible social media ban for under 16s was “on the table”, though the lack of evidence concerning its negative impact will inevitably see the proposal drawn out for a while yet.

I’ve worked in this industry for ten years, and I don’t think there’s one campaign I've been a part of where social media hasn't featured. It’s ability to reach an audience, it’s constant learning, optimisation, management - it’s logistically astonishing and emotionally terrifying. And with the meteoric rise in influencer marketing the channel is reaching more people in more ways than ever before. It’s no wonder then that last year social media accounted for a third of the UK’s total digital ad spend - an eye-watering ￡9.4billion*.

I’d love to write a snappy conclusion to this, but I genuinely can’t - because even the people that are working to push these laws through still don’t have the answers. But whatever your opinion, this is a move that will have repercussions across the world for companies, agencies, content creators, the list goes on. But on a personal note, I can’t help but feel the biggest effect of all could (and should) be on the children this type of initiative is designed to protect.

I’ll see you for part two in mid-2025.

Don’t have nightmares.

*Source -Digital 2023: The United Kingdom - We Are Social & Meltwater.