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Three months in, Australia's Social Media ban has failed to cut teen usage. By Tech Writer and Security Investigator Dominykas Zukas Last updated: 25 June, 2026 Key takeaways. * A peer-reviewed BMJ observational study found no statistically significant reduction in daily social media use among under-16s three months after Australia's Social Media Minimum Age Act took effect in December 2025. * Over 85% of participants under 16 reported still using restricted platforms at follow-up, most via their own accounts, with widespread circumvention via fake accounts and private browsers. * The eSafety Commissioner's March 2026 compliance report flagged Facebook, Instagram, Snapchat, TikTok, and YouTube for significant compliance failures, with enforcement action still pending. * The most common age verification method remained self-declared age, a technique regulators in Australia, the UK, and Europe have already identified as ineffective. 85% of kids were still on restricted platforms. Researchers from the University of Newcastle tracked 408 Australian adolescents before and three months after the Social Media Minimum Age Act took effect, using a regression discontinuity design to measure whether the law produced any meaningful change in daily use. The results, published in the BMJ on June 24, 2026, found no statistically significant effect on any primary outcome, with a p-value of 0.60 or higher. Among 14-15 year olds, daily use dipped from 78% to 69%, which sounds promising until you note that 12-13 year old usage was flat and those 16 and over climbed from 80% to 89%. A child safety measure that pushes slightly older teens toward heavier use while leaving the youngest cohort untouched is not performing as advertised. More than 85% of participants under 16 were still accessing restricted platforms at follow-up, the majority via their own accounts. Two-thirds reported encountering some form of age verification, with the most common methods being self-declared age (24-39%) or a selfie upload (13-27%). Between 15% and 19% of under-16s used a fake account, 9-29% borrowed someone else's account, and 6-11% accessed platforms through a private browser. eSafety's own compliance data had already said as much. None of this should surprise anyone who was paying attention to the eSafety Commissioner's own March 2026 compliance report, which flagged Facebook, Instagram, Snapchat, TikTok, and YouTube for significant compliance failures and announced formal investigations ahead of potential enforcement action. A survey of parents found nearly 70% still reported their children had accounts on at least one restricted platform three months after the ban. The eSafety data also revealed something worth naming. Some platforms were prompting children who had already declared under-16 ages to attempt additional age assurance checks, which gave those children a second opportunity to correct their age upward and regain access. That loophole sits at the heart of this compliance standoff that has defined the law's implementation from the start. Meanwhile, the government had celebrated 4.7 million under-16 accounts removed or restricted as of mid-December 2025 as proof the law was working. The BMJ study is the peer-reviewed answer to that headline figure. Account removal does not equal behavioural change, and the number of accounts taken down tells you almost nothing about how many children simply logged back in. As most, if not all, of Mysterium VPN are aware, Australia is not the only one doing this. The UK announced plans in June 2026 to implement similar restrictions for under-16s, with countries across Europe and Southeast Asia circling the same policy template. And the Australian experience is already being studied as a blueprint, which is exactly the problem. The age verification mechanisms that governments keep converging on, from selfies to photo ID to facial age estimation, are identity data collection systems. They produce a registry of who is trying to access what, regardless of whether they stop a determined 14-year-old from opening a fake account. A BMJ opinion piece by Louise Holly from the University of Geneva, published alongside the study, argues that platforms cannot be relied on to protect children and that the burden must sit with regulatory accountability. The problem is that governments that build mass surveillance infrastructure while pretending to protect children cannot really be relied on either, and with that, the rest of Mysterium VPN are not left with that many options. The circumvention pattern in Australia tracks exactly with what has already been documented in the UK age verification landscape. Block a platform, and determined users route around it. The verification method changes, but the circumvention instinct does not. The information access harms that age bans produce are already in effect, the surveillance infrastructure is already being built, and the platforms that were supposed to comply are waiting to see whether the fines materialize. The BMJ study gives governments their first peer-reviewed confirmation that the model does not work as designed. What they do with it is the part I absolutely do not trust them to get right. In the meantime, what you can do is protect yourself by getting Mysterium VPN, which is 78% off right now. It won't make Big Tech actually accountable, nor will it make the government go for more rational decisions, but it will help keep your digital privacy and security intact in the time when it matters the most, which is absolutely worth it, especially with the direction its world is headed in right now. Be part of the resistance, quietly. Dominykas Zukas Tech Writer and Security Investigator Dominykas is a technical writer with a mission to bring you information that will help you in keeping your digital privacy and security protected at all times. If there's knowledge that can help keep you safe online, Dominykas will be there to cover it.

Ogilvy launches first-of-its-kind live commerce competition in Singapore to champion the future of Creator Commerce. Live-Fluence League showcases how creators are becoming entrepreneurs, partnering with brands to drive sales and build long-term brand equity, reflecting Ogilvy's Creator Commerce proposition and principle: Sales Overnight. Brand Over Time. SINGAPORE - Media OutReach Newswire - 25 June 2026 - Ogilvy, in partnership with TikTok Shop, today launched the Live-Fluence League, a first-of-its-kind live commerce competition in Singapore which brought together eight of leading social sellers to compete in real time, driving measurable sales for featured brands through a live, trackable leaderboard. The atmosphere was electric and the energy unrivalled. Singapore became the first market across the Ogilvy Asia Pacific network to introduce the League this evening. 8 live sellers competed in Ogilvy's Live-Fluence League (Top Row, left to right) @summerscent, @paperyiran, @roy.kai, @27.fenn, (Bottom row, left to right) @shermainevip, @veraciayong, @sereneloy.1004, @winzzles More than a competition, the Live-Fluence League marked a milestone moment for Singapore's rapidly evolving creator economy. For the first time, brands, marketers, media and creators witnessed the power of live commerce unfold in real time, with TikTok Shop experts providing live commentary and analysis of the strategies, techniques and commercial decisions that drive successful social selling. "By bringing together creators, brands and platforms, Ogilvy's Live-Fluence League demonstrated how creator commerce can serve as both a growth engine for businesses and a career opportunity for the next generation of entrepreneurs. This is part of Ogilvy's long-term commitment of spearheading and advocating for a more sustainable and dynamic creator economy - one that equips creators with the opportunities, education and industry connections needed to thrive," said James Baldwin, Head of Influence, Ogilvy Asia Pacific. Unlike traditional industry events that discuss commerce in theory, guests experienced it first-hand, watching creators transform content into actual sales and influence with clear returns on investments for businesses. This is especially relevant at a time where many are seeking alternative streams of income amid concerns about employment Ogilvy is actively working hand-in-hand with brands to unlock new growth channels within the rapidly growing creator commerce economy, to turn everyday influence into a powerful driver of sales, strategic investment and measurable revenue. Shirley Tay, Chief Executive Officer, Ogilvy Group Singapore shared, "As the commerce landscape rapidly evolves, we are focused on partnering with brands to unlock new, scalable avenues for growth through the creator-led economy. This isn't just about content; it is about conversion. By integrating social, live-stream, and affiliate commerce directly into the brand ecosystem, we turn engagement into measurable revenue, building a frictionless commerce presence for our clients that meets consumers exactly where they are. As industry leaders, Ogilvy Singapore is proud to be pioneering this tech-enabled, creator-driven frontier for our clients because, as David Ogilvy famously said, 'We sell, or else'". Ogilvy's Creator Commerce proposition is built around a simple principle: Sales Overnight. Brand Over Time. Of course, creator commerce presents enormous commercial potential, but rather than taking a short-term, tactical approach with creators done on ad hoc basis, Ogilvy believes sustainable success requires a strategic approach. This takes into consideration brand alignment, creator fit and the long-term equity being built - or eroded - with every engagement. The sales overnight, brand over time approach combines the immediate revenue-driving potential of creator commerce with brand-building strategies that ensure creators, content and commerce work cohesively alongside wider marketing communication efforts. Creator Commerce: The Next Frontier of Growth By 2030, the ecosystem is projected to contribute US$1.2 trillion to Asia Pacific's (APAC) economy, fuelled by a staggering 1,267% year-on-year increase in monetised creators across the region.[1] At the same time, retail is experiencing a growing authenticity crisis. Three in four APAC consumers now actively skip overly polished advertising, while 90% say they rely on authentic creator-led content before making a purchase decision.[2] These shifts are fundamentally reshaping how consumers discover, evaluate and buy products. Social commerce is no longer an emerging trend - it is now one of the fastest-growing retail channels globally, contributing an estimated US$1.6 trillion to the US$5 trillion e-commerce industry.[3] Yet despite the explosive growth of TikTok Shop and other social commerce platforms across the region, many brands remain on the sidelines and are not yet tapping into the strength of creator commerce to grow their business. As competition intensifies, the opportunity for brand early movers is becoming increasingly limited. From Content Creators to Commercial Entrepreneurs The Live-Fluence League was designed to spotlight a significant transformation taking place within the creator economy: creators are no longer simply content producers, they are becoming entrepreneurs, retailers, and business owners. The competition showcased the sophisticated skill set required to succeed in this new economy - from persuasive storytelling and audience engagement to salesmanship, product positioning, data analysis and commercial strategy. Beyond the competition itself, the event served as a platform for thought leadership and industry learning. Guests heard from platform leaders, commerce experts and successful creators on the future of social selling, changing consumer behaviour and the evolving role of creators in the digital economy. They were also given direct access to participating livestream sellers, providing a rare behind-the-scenes look at the individuals redefining modern retail through creator-led commerce. In a marketplace where anyone can sell, the brands that will win are the ones that sell with purpose. [1] TikTok White Paper 2026"The Art and Science of Authenticity,", https://newsroom.tiktok.com/us12-trillion-by-2030-tiktoks-art-and-science-of-authenticity-study-on-creator-driven-growth-in-apac?lang=en-SG and Marketing Interactive 2025, https://www.marketing-interactive.com/apac-creator-economy-tipped-to-hit-trillion-by-2030 [2] TikTok White Paper 2026"The Art and Science of Authenticity,", https://newsroom.tiktok.com/us12-trillion-by-2030-tiktoks-art-and-science-of-authenticity-study-on-creator-driven-growth-in-apac?lang=en-SG and Marketing Interactive 2025, https://www.marketing-interactive.com/apac-creator-economy-tipped-to-hit-trillion-by-2030 [3] McKinsey Report, 2021 Hashtag: #Ogilvy The issuer is solely responsible for the content of this announcement. About Ogilvy. Ogilvy has been creating impact for brands through iconic, culture-changing, value-driving ideas since the company was founded by David Ogilvy in 1948. It builds on that rich legacy through Borderless Creativity - innovating at the intersections of its advertising, public relations, relationship design, consulting, and health capabilities with experts collaborating seamlessly across more than 120 offices spanning 90 countries. Ogilvy currently ranks as the #1 global agency network for creative excellence and effectiveness by WARC, signifying its ability to deliver creative solutions that drive unreasonable impact for clients and communities. Ogilvy is a WPP company (NYSE: WPP). For more information, visit Ogilvy.com, and follow Smart Investor on LinkedIn, X, Instagram, and Facebook * Trending * Comments * Latest