Checking age-related audience restrictions with current guidance

For each Australian gaming ad placement, check the advertised product, the exact game or app inventory, the applicable code, the audience evidence and the buying controls. Assess the game or app where the ad will appear, not just the campaign overall.

A game classification or app-store age recommendation does not show the ages actually seeing an ad. Social media account age rules are separate from ad-audience checks: from 10 December 2025, age-restricted social media platforms must take reasonable steps to prevent Australians under 16 from creating or keeping accounts.

Identify the applicable rules

For an ad promoting alcohol, check the ABAC Responsible Alcohol Marketing Code (21 May 2025); for wagering, check the AANA Wagering Advertising Code (V2; August 2024). Where an ad is directed to children, check the AANA Children’s Advertising Code (Dec 2023). Confirm the version that applies at approval.

For each proposed game or app placement, identify the advertised product and exact inventory. In the applicable code, find the placement requirement and record its age definition, audience measure, threshold or control condition, measurement period, denominator and treatment of unknown ages.

Apply the chosen code’s own definitions and measurement rules. Do not transfer an age definition, audience threshold or measurement method from another code; if the applicable requirement cannot be verified, hold the placement for further assessment.

Australian Classification’s “What are the ratings?” page is a reference for game ratings. Parental-lock examples in the ALRC discussion include G, PG, M and MA; a content rating is not evidence of the ages seeing an ad.

Wagering campaigns may also be subject to Commonwealth, state, territory or channel rules. Check the requirements that apply to the proposed channel.

Check what the evidence measures

Request the age distribution for the specific game or app inventory. Record the data source, reporting period, geography and share with unknown age; an app-store age recommendation is not audience-composition data.

Compare that evidence with the applicable code’s age definition, threshold or control condition and measurement instructions. Record how unknown ages are treated rather than assuming they meet the test.

Ask the publisher or platform what age restriction it can apply to the inventory, what signal drives it and how it treats unknown ages. Verify the confirmed setting in the campaign setup before authorising the placement.

Keep a placement record with the code and version, applicable requirement, audience evidence, confirmed setting and the person or team that approved it. If required evidence or a control cannot be established, hold the supply path for further assessment.

For age checks involving personal information, follow the Office of the Australian Information Commissioner’s age-assurance guidance, published on 17 March 2026. It calls for necessity and proportionality, data-minimising methods, security due diligence, clear consent for sensitive information, transparent privacy notices and accessible complaints processes.

Recheck delivery

After launch, inspect available app and age breakdowns against the planned inventory and settings. Compare delivery with the control confirmed before authorisation and record the check.

Escalate reports that a minor saw an age-sensitive ad, even when targeting settings appear correct. Recheck the placement, audience evidence and control settings, then document the corrective action.