LoopMe Data: Global Consumers Doubt Social Media Bans Actually Protect Young People

Widespread skepticism about effectiveness, with only 6% of Australians feeling online spaces are now safer

New research from LoopMe, the global leader in brand performance, has revealed widespread consumer skepticism about whether under-16 social media bans actually work.

The study surveyed 73,841 consumers across Australia, the United States, and the United Kingdom, revealing a disconnect between the intent of such bans and their perceived impact. Australia became the first country to introduce a nationwide under-16 social media ban in November 2025, sparking global debate about similar measures.

The Reality Check

In Australia, where the ban is already in effect, only 6% of consumers feel online spaces are now safer and more age-appropriate. Just 25% believe the ban has been effective at reducing online harm, while 37% say it’s been ineffective, and another 37% remain unsure.

Crucially, 31% of Australians believe many young people are already finding ways to bypass the ban.

Doubts About Effectiveness

Even in markets considering similar bans, some consumers are unconvinced they’d work. About half of UK and US respondents think a ban would be effective, but 35% of Americans and 29% of Britons disagree.

Concerns about young people circumventing restrictions are widespread: 42% of Americans and 40% of Britons expect this would happen.

Only 14% of Americans and 17% of Britons believe a ban would make online spaces feel safer and more age-appropriate.

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Mixed Support Across Markets

Awareness varies dramatically: 74% of Australians know about the ban, compared to 51% in the UK and just 36% in the US.

Support for bans being introduced is highest in the UK (54%), followed by the US (40%) and Australia (43%). However, significant opposition exists everywhere, ranging from 28% in the UK to 37% in the US.

Uncertainty on Content Exposure

When asked about impact on exposure to harmful content and misinformation, uncertainty dominates. In Australia, 45% are unsure how the ban has affected exposure, while 27% feel it’s made little difference.

“Consumers clearly support levels of protection for young people online, but our research shows real skepticism about whether blanket bans work,” says Sarah Tims, AVP Marketing at LoopMe. “Many are unsure the policy is making a meaningful difference, and there’s widespread expectation that young users will simply find workarounds. This points to a growing appetite for solutions focused on education, digital resilience, and smarter safeguards, not just prohibition.”

LoopMe surveyed 73,841 consumers in Australia, the United States, and the United Kingdom in December 2025 to understand awareness, attitudes, and perceptions around Australia’s under-16 social media ban and the potential impact of similar measures in other markets.

LoopMe is the global leader in brand performance, redefining brand advertising for the digital and app ecosystem. LoopMe was the first to apply AI to brand advertising and its Intelligent Marketplace, finding solutions to industry challenges that haven’t previously been solved. With consumer insights and AI at its core, LoopMe makes brand advertising better, outperforming industry benchmarks for leading global brands. Our vision is to change advertising for the better, by building technology that will redefine brand advertising. LoopMe was founded in 2012 and is headquartered in the UK, with global offices across New York, Boston, Atlanta, Chicago, Detroit, San Francisco, Los Angeles, Toronto, Singapore, Sydney, Melbourne, Dnipro, Krakow, Beijing, Shanghai and Hong Kong.