Social media ban: B416’s advocacy efforts to Prime Minister Christopher Luxon, Anna Mowbray disappointment amid legislation reveal

The party announced a member’s bill in the name of MP Catherine Wedd that would restrict social media access for under-16s. While the Prime Minister had previously mentioned an interest in looking into the issue, the announcement that day wasn’t expected.

The OIA response shows that early that morning, Robinson texted the Prime Minister’s chief of staff, Cameron Burrows, saying she had spoken with Luxon the night before and understood an announcement was coming.

She said B416’s website had gone live “to support messaging” and asked when the announcement would be made “so I can start lining up our experts for media opportunities”. Burrows gave her an estimated time.

Mowbray also messaged Luxon personally.

“A pretty disappointed team over at B416 after all the effort put into this project, funds raised and support garnered to not be going out united on Sunday,” she said, referring to the day of the campaign launch.

“That said, it seems the horse has bolted and as such, can you point some messaging to B416 referencing the organisation being in the wings and supporting on this matter. We will then follow suit with you as closely as we can.”

Luxon responded 20 minutes later: “Yes will do so. Full on day, but will try and call later tonight to discuss further”.

Asked about Mowbray’s text, a spokesperson for B416 this week told the Herald the announcement “came as a surprise to us”.

“While it shifted the timing of public attention and the tone of the launch – because there had already been public acknowledgement of our kaupapa – we ultimately welcomed the political focus on protecting young people online. We saw this as a positive outcome for young people.”

Speaking to reporters on the morning of National’s announcement, Luxon gave a shoutout to B416.

“They have been doing some phenomenal work in this online harm space, and I just want to say we look forward to continue working with them as we get this bill developed and into implementation.”

At B416’s campaign launch days later, Luxon announced exploring social media restrictions for under-16s would be added to the Government’s work agenda led by Education Minister Erica Stanford.

B416 is co-chaired by Robinson, well-known as a founder of My Food Bag and also a Herald contributor, and businesswoman Anna Curzon, while former lawyer Nicole Green is its chief executive.

The B416 website says its wider team includes Mowbray, as well as others including University of Auckland health research fellow Dr Samantha Marsh, Outward Bound chief executive Malindi MacLean and paediatrician Dr Maneesh Deva.

According to its spokesperson, members’ first informal meeting was back in May 2024 as a “grassroots group of parents and professionals concerned about New Zealand’s youth mental health crisis and lack of protections in online spaces”.

By September 2024, its membership had expanded, and it was eyeing age-based social media restrictions amid similar moves overseas. The Before16 Charitable Trust was registered in January.

“Because online harm to young people extends beyond social media alone, the wider initiative operates under the name the Children’s Online Safety Society, with B416 as a focused campaign. The society includes a 13-member expert panel of clinicians, educators, technologists and researchers, as well as a youth advisory group.”

The group collects donations on its website, but says it has “not received funding from any company or industry that could benefit financially from this initiative”.

“Political ties? Also no. We’re proudly non-partisan. This is an issue that affects all children – regardless of who their parents vote for.”

According to emails released under the OIA, on April 17 Robinson sent Luxon an aide memoire “outlining urgent steps to address the growing harm children face through unrestricted access to social media”.

The document highlighted how New Zealand was an “outlier” internationally in this space and why there was an “urgent need for action”.

“This presents an opportunity for the Government to lead this action and prioritise the mental health, wellbeing and safety of children and young people in New Zealand in the lead-up to the 2026 election, and building on the excellent work you have done on cellphones in schools.”

It recommended the Government introduce legislation next term with “obligations on certain social media platforms in relation to children under 16 years of age”, modelled on the upcoming Australian regime, with a broad definition of social media and an independent regulator.

Robinson also texted Luxon about the document and suggested it “would be good to have a quick chat about it in next few weeks”.

“Great stuff. You sent to personal email?” Luxon responded.

Robinson said it had gone to his parliamentary address and asked for his personal account, though there was no reply from Luxon included in the OIA response.

A week later, on April 24, while Luxon was in Turkey for Anzac Day events, it appears the pair spoke on the phone. Luxon then messaged both Robinson and Burrows.

“Just connecting two of my favourite people as I’ve discussed with both of you. Cam meet Cecilia. Cecilia meet Cam!” the Prime Minister messaged.

“Will leave for you two to liaise directly about the event. I’m super excited about this work.”

Robinson sent Burrows an email outlining what she wanted to discuss, including Luxon’s attendance at an event planned for May 12, whether a petition on the issue would be an “effective tool”, meetings B416 would be having with stakeholders in Wellington – including with other political parties – and the “expected pushback”.

On April 26, she messaged someone in the Prime Minister’s Office (PMO) that she was “working on a launch on social media legislation on 12th of May with PM and Cam”.

“Can you please hold from 6pm in the PM’s diary if possible for the event in Ōrākei. I’m chatting to Cam on Monday but just wanted to flag early.”

The pair spoke that Monday and texted the next day.

“Unfortunately it’s too late for us to delay the 12th of May launch for Before16, so we will proceed as planned,” Robinson said. “Also other external factors lead us to believe this is best (may be best to chat over phone).”

“We would absolutely love to have the Prime Minister there to launch it with us.”

Both Robinson and Mowbray asked the office about the May 12 date, with a staffer responding that the Prime Minister would be required in Wellington for Cabinet that day.

On May 2, Robinson messaged Luxon directly, saying she hadn’t been able to secure that date in his diary.

“Just a nudge in case there’s any magic that can happen!”

The Prime Minister responded that the night of May 12, a Monday night, is a “nightmare in a sitting week prior to Budget” and asked if they could bring the event forward to Sunday, May 11.

Robinson messaged Burrows saying she was trying to move the date.

“I really think the tagline with Mother’s Day would be amazing. ‘This is for the mums and all parents out there’. Really want him leading this.”

That date was then locked in, with Robinson emailing the PMO saying she had “made sure our team is right across confidentiality and that no leaks come out of our camp”.

Other than those on the morning of National’s announcement, emails and texts between then and the event were primarily logistical.

Several texts between Robinson and Luxon after the event on other topics were included in the OIA response, including Robinson praising the Government’s NCEA proposals.

Luxon responded: “The right thing to do for sure. If we can get RMA done and replace NCEA they’re big things no other govt has dared do.”

The Herald asked the PMO whether the direct advocacy by B416 had swayed Luxon’s position on this issue.

A spokesman said Luxon had been interested in exploring a minimum age for social media users well before the correspondence shown in the OIA response.

The PMO didn’t say how well advanced Wedd’s member’s bill had been before the lobbying, but Luxon did tell reporters in May that she had been working on it for more than 18 months.

“Mr Luxon is [a] great supporter of efforts to keep Kiwi children safer online, including the advocacy of B416.”

Asked whether having personal access to the Prime Minister had helped with their advocacy, B416’s spokesperson said Luxon had “previously expressed openness to exploring the issue and had publicly commented on related concerns”.

“The group welcomed his decision to attend the May 11 event, along with other representatives from across Parliament. The issue affects young people nationwide and was the reason for inviting political leaders from across the spectrum.”

The Prime Minister’s attendance “helped reinforce the significance of the wider online safety issues being raised”, the spokesperson said.

“B416 reached out to representatives from all major political parties in the lead-up to the launch. Labour MP Helen White and Deputy Prime Minister David Seymour attended the event.

“Engagement with other parties continues, and we remain open and ready to connect with any representatives who wish to discuss potential solutions. B416 firmly believes safeguarding rangatahi online should be a cross-party issue.”

Jamie Ensor is a senior political reporter in the NZ Herald press gallery team based at Parliament. He was previously a TV reporter and digital producer in the Newshub press gallery office. He was a finalist this year for Political Journalist of the Year at the Voyager Media Awards.