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New Brunswick has introduced legislation aimed at protecting young people online.

The provincial government said the proposed bill would be the first of its kind in Canada and would target unfair and deceptive practices aimed at consumers under the age of 16.

The Young Consumers in Digital Markets Act aims to protect young people in the digital world.

This law is part of a larger Act that focuses on young people, digital markets, and technology use.

It would create rules for companies that provide digital products and services, such as apps, games, and social media platforms used by young users.

The legislation would be enforced by the Financial and Consumer Services Commission.

“This legislation will help protect young people from the negative impacts of being online,” Robert McKee said in a government release.

“We know kids are online, and it is our responsibility to make decisions that will help them be safe while they are online.”

Protecting young consumers

McKee said the legislation is designed to address situations young people may encounter while using digital platforms.

“When we talk about online harms, we mean situations that our kids may be faced with when they are on a digital platform, whether that’s an app, a game, or a messaging service,” he said.

The government states that the legislation would ban several unfair practices targeting young consumers.

These practices include misleading users, concealing important information, using pressure tactics to prompt purchases or agreements, making terms difficult to understand, and employing advertisements or communications that unfairly influence decisions or behaviour.

The proposed legislation would allow the Financial and Consumer Services Commission to investigate complaints and provide remedies for families affected by unfair practices.

Those remedies could include cancelling agreements, stopping certain pre-authorized charges and obtaining refunds.

“Young consumers deserve fair treatment in digital marketplaces,” said Kevin Hoyt, chief executive officer of the commission.

“The legislation will set clear expectations for how businesses design, market and deliver digital products and services to young consumers.”

School technology rules also included

The proposed legislation would also put existing provincial policies on cellphone use and screen time into law.

The policies were introduced in September and are intended to reduce distractions in schools and early learning settings while keeping the focus on learning and in-person social interaction.

Rules restricting cellphone and personal mobile device use for students in Grades 9 through 12 are scheduled to take effect at the beginning of the second semester in February 2027.

McKee said the province’s approach is aimed at reducing risks facing young people online rather than placing the burden entirely on youth and their families.

“Doing nothing leaves our kids vulnerable. This is about protecting young people and helping them stay safe when they are online,” he said.

The government said the legislation complements the federal government’s proposed Bill C-34, the Safe Social Media Act.

While the federal proposal focuses on issues such as social media access and age verification, New Brunswick’s legislation is focused on consumer protection and the digital environments used by young people.