Why Did an Australian Influencer Family Relocate to the UK?

The Empire Family, a popular Australian social media group, is relocating to the UK to escape Australia's impending ban on social media for users under 16. This move allows them to continue sharing their content online, particularly for their daughter Charlotte, who has a significant following across various platforms. The social media ban, effective December 2023, requires platforms like Facebook, Instagram, and TikTok to take measures to prevent underage accounts, raising concerns about data privacy and the effectiveness of age verification methods.

Last updated: 24 October 2023 (BST)

What’s happening now

The Empire Family's decision to move from Perth, Australia, to London comes in response to the new social media regulations set to take effect in December 2023. The Australian government has introduced a world-first ban that mandates major social media platforms to prevent users under the age of 16 from creating accounts. This ban aims to protect young Australians from the perceived harms of social media, yet its implementation remains unclear, leaving many families like the Empire Family searching for alternatives.

Key takeaways

• The Empire Family is relocating to the UK to avoid Australia's social media ban for under-16s.
• The ban, effective December 2023, targets platforms like Facebook, Instagram, and TikTok.
• Charlotte, the family’s daughter, has significant online followings, making the move essential for her content creation.

Timeline: how we got here

Here’s a brief timeline of significant milestones leading to the Empire Family's decision to relocate:

• December 2023: Australia's social media ban for under-16s is set to take effect.
• Early 2023: The Australian government announces plans for a social media ban targeting minors.
• October 2023: The Empire Family publicly shares their decision to move to the UK.

What’s new vs what’s known

New today/this week

The Empire Family's announcement has garnered attention as they prepare for their move. The family has emphasised their commitment to using social media positively and has expressed concerns regarding the lack of clarity around the implementation of the ban.

What was already established

The Australian government's intent to protect young people from harmful social media influences has been established for some time. The ban will require social media platforms to ensure compliance or face hefty fines, though the logistics of age verification remain under discussion.

Impact for the UK

Consumers and households

The Empire Family's relocation highlights the broader implications of regulatory changes on social media usage. Families in the UK may find themselves increasingly scrutinising the content and platforms their children engage with, especially as similar regulations could emerge in the future.

Businesses and jobs

The move of high-profile content creators like the Empire Family to the UK may have implications for local businesses and the digital economy. It could attract more influencers to the UK, potentially boosting the local economy through increased spending and engagement with UK-based brands.

Policy and regulation

The situation underscores the need for clearer guidelines surrounding the use of social media, especially concerning minors. As the UK considers its stance on social media regulations, the experiences of the Empire Family may inform future policies.

Numbers that matter

• 2.8 million: Subscribers on Prezley’s YouTube account.
• 1.8 million: Followers on the Empire Family's main YouTube account.
• 500,000: Followers on Charlotte's YouTube account.
• 300,000: Followers on Charlotte's TikTok account.
• 200,000: Followers on Charlotte's Instagram account.

Definitions and jargon buster

• Social media ban: Regulations preventing users under a certain age from accessing social media platforms.
• Age verification: Processes used by platforms to confirm a user's age, which may include ID checks or other methods.

How to think about the next steps

Near term (0–4 weeks)

As the Empire Family prepares for their move, they will need to navigate logistics such as housing, schooling for their children, and setting up their online presence in the UK.

Medium term (1–6 months)

Once settled, the family will likely focus on adjusting their content strategy to appeal to their new UK audience while keeping abreast of any emerging regulations around social media in their new home.

Signals to watch

• Updates from the Australian government regarding the implementation of the social media ban.
• Any shifts in UK social media regulations that could affect content creators.
• Engagement metrics from the Empire Family's content post-move.

Practical guidance

Do

• Stay informed about social media regulations in both Australia and the UK.
• Engage with content creators to understand their perspectives on regulatory changes.

Don’t

• Assume that all social media platforms will implement age verification in the same way.
• Neglect the importance of parental guidance when children are using social media.

Checklist

• Review the privacy settings on your children’s social media accounts.
• Discuss the potential impacts of social media usage with your family.
• Encourage a healthy balance between online and offline activities.
• Monitor for updates on social media regulations that may affect your family.

Risks, caveats, and uncertainties

As the Empire Family navigates their new life in the UK, they may face challenges related to content creation, audience engagement, and compliance with local laws. The efficacy of the Australian social media ban remains uncertain, and potential backlash could arise if the implementation proves problematic. Furthermore, concerns about data privacy and the accuracy of age verification methods may continue to fuel debate surrounding these regulations.

Bottom line

The Empire Family's relocation to the UK underscores the broader implications of social media regulations affecting young users. As the world observes Australia's pioneering approach, it raises questions about the future of social media and its role in the lives of young people. The balance between protecting minors and allowing them to express themselves freely online remains a contentious issue.

FAQs

Why is the Empire Family moving to the UK?

The Empire Family is relocating to the UK to avoid Australia's upcoming social media ban for users under 16, allowing their daughter Charlotte to continue creating content online.

What does the Australian social media ban entail?

The ban will require platforms like Facebook, Instagram, and TikTok to prevent users under 16 from creating accounts, aiming to protect young people from social media's harmful effects.

How will age verification be enforced under the ban?

While the specific methods for age verification are not yet clear, potential approaches may include official ID checks, parental approval, and facial recognition technology.