Brands to take the big strides with teen safety, as Meta only nudges forwards

While Meta has taken a step forward by implementing new safety features for teen accounts on Instagram, the approach feels more like a gentle nudge rather than a solid stride toward meaningful change. The initiatives outlined on Meta’s community page (Instagram Teen Accounts) and reported by ABC News, represent a commendable acknowledgment of the issues at hand, yet they strike me as peculiarly tepid, as both a father and an observer.

Addressing the influence of 'likes' could have been a transformative move. For many young users, 'likes' equate to a barometer of social standing, a modern currency of approval often mistaken for self-worth. Meta could have recalibrated this by limiting like counts or de-emphasising them within its algorithms. Such a change would not only alter the focus on quantifiable popularity but also might encourage content that fosters genuine connections and creativity without the overhanging pressure of like-based validation.

Moreover, the introduction of features that encourage breaks from continuous screen time would have been an admirable addition. Imagine if, after a period of prolonged use, the platform would encourage teens with a screen blackout prompt, nudging them toward a healthy respite. This would not only help cultivate digital well-being but also serve as a checkpoint for self-awareness about the time spent online.

Leveraging the platform's captivating hold over the young audience's attention towards promoting physical socialisation could have profound benefits. Encouraging real-world interaction through local event suggestions or activity recommendations could reaffirm Instagram's commitment to the overall well-being of its younger demographic, taking digital companionship back to its roots – meaningful human connection.

However, change is needed and we must welcome any small step forward.   Last week Prime Minister Anthony Albanese announced the government's intention to impose an undefined ban on children and younger teenagers accessing social media before the next election, aiming to protect this vulnerable demographic in the increasingly pervasive digital realm.

The essence of the legislation

This legislative ambition, aiming to restrict social network access to those over a certain age, likely between 14 and 16 years old, marks a pivotal moment for Australian society and its digital consumers. After the government announcement of a $6.5 million trial of age verification technology, the move toward age assurance reveals a commitment to safeguarding minors from the potential harms of social media, against the backdrop of a global conversation about privacy, safety, and the mental health implications of early digital exposure.

Implications for marketers and advertisers

The sweeping changes planned for Australia's digital landscape portend a seismic shift in the way brands interact with their audiences, particularly the younger demographic. Here's what it means for advertisers:

1. A shift towards creative engagement

With restrictions on targeting younger audiences through social media, advertisers must innovate their strategies to engage. The focus will likely shift towards producing content that resonates on a broader scale, prioritising creativity and relevance over targeted precision. Brands will need to craft campaigns that genuinely fascinate and engage, appealing also to parents and guardians as gatekeepers to the younger demographic.

2. Rethinking age verification

Age verification, or assurance technology, as highlighted, is an area of burgeoning exploration. With platforms like Instagram already trialling forms of ID verification and other countries experimenting with various methods, advertisers too must navigate this new terrain. Creative solutions that respect privacy while ensuring compliance will be paramount, possibly opening new avenues for technology-driven verification services that could partner with advertisers for compliant engagement.

3. The privacy predicament and compliance

Advertisers will need to tread carefully around privacy issues, as universal age verification demands could necessitate the collection of identification details, thereby raising substantial privacy concerns. The recent high-profile cyber-attacks on companies like Optus and Medibank only amplify these apprehensions. Strategies that embrace transparency, uphold data protection principles, and provide clear value in exchange for personal information will set a new standard in building consumer trust.

4. The compliance and enforcement challenges

With the Online Safety Act already empowering the eSafety commissioner to seek fines against companies failing to comply with notices, advertisers must stay ahead of the curve in compliance. The landscape of enforcement is still taking shape, as highlighted by the ongoing legal challenges faced by companies under scrutiny. Advertisers must remain vigilant, staying informed of legal developments to ensure their practices don't inadvertently place them at risk of fines or public censure.

Charting a course through uncharted waters

As Australia stands on the cusp of these significant changes, the role of advertisers is evolving. No longer just about selling a product, advertising is increasingly about crafting narratives that resonate, protecting vulnerable demographics, and innovating within the bounds of new legislative frameworks.

The journey ahead is complex and filled with both challenges and opportunities. Yet, by embracing creativity, prioritising safety and privacy, and adhering to emerging regulations, advertisers can navigate these tides, reaching new heights of responsible and effective engagement. Much more of a solid stride, than a gentle nudge.