The Australian government is rapidly identifying which social media platforms will face restrictions for users under 16.

Social Services Minister Tanya Plibersek stated on Monday that the government “will not be intimidated by the actions of social media giants.” Nevertheless, tech companies are vigorously advocating for exemptions from the law set to take effect in December.

Here’s what social media companies are doing to support their case:

The parent company of Facebook and Instagram has introduced new Instagram teen account settings to signal their commitment to teenage safety on the platform.

Recently, Meta revealed New protections, which aim to enhance direct message security by automatically censoring nude images and implementing blocking features.

Additionally, Meta hosted a “Screen Smart” safety event in Sydney targeted at “Parent Creators,” led by Sarah Harris.

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YouTube

YouTube’s approach is even more assertive. Last year, Communications Minister Michelle Roland suggested the platform would be exempt from social media restrictions.

However, last month, the Esafety Commissioner advised the government to reconsider this exemption, citing research indicating that children often encounter harmful materials on YouTube.

Since then, the company has escalated its lobbying efforts, including full-page advertisements claiming YouTube can be used by “everyone,” alongside a letter sent to Communications Minister Anica Wells warning of a potential high court challenge if YouTube is subjected to the ban.

As reported by Guardian Australia last month, Google is hosting its annual showcase this week at the Capitol on Wednesday. There, content creators, including child musicians, who oppose the YouTube ban will likely express their views to politicians.

Last year’s event featured the Wiggles, who met with Roland. This meeting was mentioned in a letter sent to Rowland last year when YouTube’s global CEO Neal Mohan requested the exemption within 48 hours of the promised relief.

Guardian Australia reported last week that YouTube met with Wells this month for an in-person discussion regarding the ban.

TikTok

This month, TikTok is running ads on its platform as well as on Meta channels, promoting educational benefits for teens on vertical video platforms.

“The 1.7m #fishtok video encourages outdoor activities in exchange for screen time,” the advertisement states, acknowledging the government’s assertion that the ban would promote time spent outside. “They are developing culinary skills through cooking videos that have garnered over 13m views,” it continues.

“A third of users visit the STEM feed weekly to foster learning,” another ad claims.

Snapchat

Snapchat emphasizes user safety. In May, Guardian Australia reported on an instance involving an 11-year-old girl who added random users as part of a competition with her friend for high scores on the app.

This month, Snapchat announced a partnership with the Australian Federal Police-led Australian Centre to address child exploitation through a series of educational videos shared by various Australian influencers, along with advertisements advising parents and teens on identifying grooming and sextortion.

“Ensuring safety within the Snapchat community has always been our top priority, and collaborating closely with law enforcement and safety experts is crucial to that effort,” stated Ryan Ferguson, Australia’s Managing Director at Snap.

The platform has also reiterated account settings for users aged 13-17, including default private accounts and chat warnings when communicating with individuals who lack shared friends or are absent from contact lists.

Thus far, the government seems unyielding.

“It is undeniable that young people’s mental health has been adversely affected due to social media engagement, prompting the government’s actions,” Prime Minister Anthony Albanese told ABC insiders on Sunday.

“I will meet again with individuals who have faced tragedy this week… one concern expressed by some social media companies is our leadership on this matter, and we take pride in effectively confronting these threats.”