- Strong (73%) overall support for a social media ban, but widespread scepticism about its practicality (74% doubt it will work), as 68% believe children will get around the ban
- Teachers back the ban more strongly than parents, while teenagers are the most opposed
- When asked what does more damage, 50% of Australians lean toward the content being the greater issue rather than time spent on platforms
SYDNEY, 2 December 2025: New research conducted by global data and insights company, Pureprofile Limited (ASX: PPL), reveals that Australians broadly back the under-16s social media ban but doubt its effectiveness.
The research, conducted in October, gathered perceptions and attitudes towards the social media ban from over 800 parents, teachers, and young Australians.
Teachers remain strong supporters of the ban (84%), though they recognise its potential weaknesses, with only 20% confident it will work. Among high school teachers, 91% support the ban, yet only 13% believe it will be effective, as nearly 80% expect children to bypass it.
Among parents, three in four (75%) support the ban, with around one in three (31%) believing it will work, while two-thirds (67%) anticipate children will find ways to circumvent it. This scepticism is informed by lived experience with technology workarounds rather than cynicism.
Ultimately, the majority (42%) of Australians see parents as the first line of defence, with platforms and government expected to go with a model of “shared guardianship.” Just 23% place responsibility solely on the government and 21% on social media companies, highlighting a disconnect between public sentiment and the government’s message that enforcement responsibility will not rest with parents.
Martin Filz, CEO of Pureprofile, said: “While every group in the study shares the same core intention of protecting children’s wellbeing, their definitions of what safety looks like – and how freedom should coexist with it – diverge.
“Parents define safety as supervision and boundaries, equating protection with limiting exposure and setting clear rules. Their priority is control that feels achievable, whereas adolescents want to be taught how to self-manage, not simply be restricted, and younger children want to connect with peers and creators in spaces that feel friendly and secure. Teachers see their role as guiding rather than policing.
“Despite different routes, every group agrees that the end goal is emotional, social and mental wellbeing. That moral alignment is the ‘common ground’ uniting them.”
Mixed feelings on social media harm
When it comes to defining the harms of social media, Australians identify content, not time spent online, as the primary concern for children’s wellbeing. Half of respondents point to harmful algorithms, toxic interactions, and inappropriate material as the main risks, with prolonged exposure increasing their impact.
Among young adults (16-24 years), 57% view content as the greatest influence on under‑16s, compared with 24% citing screen time. The findings underscore the need for safer digital design and moderation, shifting the focus from limiting access to improving the quality of children’s online environments.
While more than 70% of Australians believe the ban will encourage children to spend time in-person with others, be more active, and reduce bullying, there are fears that it will negatively impact support for children in areas such as mental health, LGBTQIA+ and neurodiversity groups (42%), make children with disabilities more isolated (44%) and disadvantage those living in rural and remote areas (47%). Over half (51%) fear it makes it harder for children to stay connected to family overseas, and a third (33%) believe children will miss out on important educational experiences.
Educate rather than ban?
Australians agree with the “why” behind the ban, but they favour a hybrid approach to tackle social media-related problems for under-16s – a ban combined with education. Nearly half (46%) support a mix of rules and autonomy, reflecting a desire for practical, empowering solutions over purely punitive measures.
Finally, time spent on social media is likely to be redistributed to other online spaces rather than eliminating digital time. 37% of children (8-15 years) say they will replace social media with spending time with friends or playing sports and being outdoors, while 32% say they’ll simply switch to more video games and TV. Some plan to use VPNs to get around the ban and communicate with friends via online gaming.
The report also touches on specific insights from children, adolescents, parents and teachers, as well as children’s device and social media usage.
Download the Australia’s Under-16s Social Media Ban Report 2025 here >
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About Pureprofile
Pureprofile’s vision is to deliver more value from the world’s information.
We are a global data and insights organisation providing industry-leading online research solutions to agencies, marketers, researchers and brands & businesses.
Our research delivers rich insights into real human behaviour and provides the “Why” behind the “What” through our unique ResTech and SaaS solutions. We build in-depth profiles of consumers via our proprietary and partner panels and give businesses the ability to understand, target, and ultimately engage with their audiences.
The Company, founded in 2000 and based in Surry Hills, Australia, now operates in North America, Europe and APAC and has delivered solutions for over 850 clients.
Media contact:
Agnes Wan for Pureprofile
[email protected]
+61 432 620 256
