What does the latest update to the Online Safety Act mean for public sector comms?

The latest update to the Online Safety Act is changing how public sector teams reach young people online. From stricter age checks to tougher content filters, it’s a major shift.

We know comms teams are used to dealing with the latest digital updates, but this is a major shake-up with implications for reaching a notoriously challenging sector of the community.

Here’s what you need to know and how to adapt your comms so your messages still get through.

Before we dive into the details of the new rules, it’s worth a moment to consider just how much social media is woven into young people’s lives. 

This isn’t a hobby, it’s a fundamental part of their existence, and if you’ve seen the sheer speed that they flick through TikTok, you’ll know that they are more than well versed in the art of ‘the scroll’.

• 99% of 16-25 year-olds use it daily
• Many children aged 8-12 have social accounts despite being under minimum age limits
• Teenagers spend around 7 hours a day on screens, with a big chunk of that on TikTok, Snapchat, Instagram, and YouTube

Social media has become the primary source of news, entertainment, and connection, leapfrogging traditional TV, radio, and newspapers.

Public sector communications and marketing professionals have known this for years, making social media the go-to for reaching younger audiences. Whether it’s promoting mental health support or sharing a road safety campaign, we’ve always gone where the audiences are. But now, the rules have changed. 

With social media so prevalent in young peoples’ lives, the Online Safety Act aims to tackle some of the most serious risks in this space. Initially launched in October 2023, it aimed to address a wide range of growing concerns and to put a legal duty of care on social media companies.

The update that came into effect on 25 July 2025, includes specific duties for protecting children online.

• Age checks like facial scans and ID to block under-18s from harmful content. We’re talking about the truly serious stuff here such as pornography, and content that promotes or encourages self-harm, suicide, or eating disorders.

• Algorithm filtering to remove more broad harmful content including bullying, hate speech, and dangerous stunts from children’s feeds

• A requirement for platforms to take a risk-based approach to moderation, deciding what gets through and what doesn’t

The aim is to make sure young people are having a safe, age-appropriate experience online, rather than getting sucked down risky rabbit holes.

This is where things could get tricky for public sector comms pros. Obviously you’re not promoting hate speech, but that doesn’t mean your comms won’t be affected by these important changes.

Harder to reach young people: 

With stricter age verification and content filters, it might be tougher to reach young people on the platforms they use most. Your carefully crafted message about a local youth club could be filtered out, or simply not show up on a young person’s feed.

What to do: Test content formats and wording to ensure they’re flagged as safe and relevant.

Risk of vital messages being blocked: 

Platforms are taking a risk-based approach to filtering. That’s great for safety, but topics like sexual health or mental health may be misclassified as harmful and blocked.

What to do: Be direct and educational in language and visuals. Avoid ambiguity, and show the content’s purpose is supportive and safe. 

A growing digital divide:

As platforms clamp down, young people may look for ways to bypass restrictions, like using a VPN. According to Proton VPN,  VPN sign-ups soared by as much as 1,400% in the days following the Act’s enforcement. That’s a lot of people trying to go off-grid.
If young people are trying to avoid mainstream channels and appear outside the UK, UK-targeted ads or organic content may not show on their feeds.

What to do: Use multi-channel campaigns and offline touchpoints to reach those outside mainstream algorithms.

This isn’t about giving up on social media to reach young people, far from it. It’s about being smarter. Get ahead of the curve and adapt your comms strategy. The UK government’s aim is to make the UK ‘the safest place to be online,’ and your team has a crucial role to play in that. So what can comms and marketing teams do?

Think like a creator, not a broadcaster: 

Younger audiences want authenticity, connection, and community. Instead of broadcasting information, think about how to create content in platform-native styles. Use engaging, human language. Partner with trusted young creators or community leaders to deliver your messages in ways that feels genuine and relatable. Test that content with your audience, and make sure it follows the regulations.

Our blog on communicating with young people in light of Netflix’s ‘Adolescence’ is full of top tips on how to involve young people in your campaigns. 

Diversify your channels:

Social media is a tool, not the whole toolkit. Don’t be afraid to look at other ways of reaching young people, whether that’s through community hubs, or partnerships with youth-focused organisations. A recent Ofcom study found that while one in three children aged 8-17 have seen something harmful online, only 20% told their parents. This highlights the importance of reaching them through trusted adults and safe spaces, both online and in person. Consider a multi-channel campaign that uses digital as one touchpoint, but also has a strong presence in places where young people actually are. 

Create ‘safe’ content:

When you do use social media, make sure your content is designed to be easily accessible and unlikely to be caught in a filter. This means steering clear of overly provocative language and being crystal clear in your messaging. Your content should be a signpost, not a deep dive. Provide clear links to official websites, helplines, or face-to-face services. This helps both the user and the algorithm.

The digital world is always evolving, and it’s all of our jobs to evolve with it.

To recap our tips:

• Stricter rules may block or hide your content: plan and test for this

• Use authentic, creator-style content that resonates with young audiences

• Be clear, direct, and educational in language and visuals to avoid misclassification

• Don’t rely solely on social media: use schools, youth groups, and local networks too

• Design ‘safe’ content that algorithms recognise as helpful and relevant

• Always signpost to trusted, official sources for deeper information

• Keep monitoring changes in platform policies and adjust quickly

The new rules are here to protect young people, and public sector comms teams have an important role in making sure essential information still reaches them. By refining your approach, using multiple channels, and creating clear, authentic content, you can keep the conversation going in a safer digital world.