New online safety rules come into force from today which will require video-sharing platforms to have effective age verification systems in place.

Social media sites such as

Instagram, Facebook, TikTok and X will be legally obliged to protect users from harmful content under the Online Safety Code.

Companies will face fines for breaches of up to €20 million or 10% of a platform's annual turnover, whichever is greater.

The rules cover content such as cyberbullying, the promotion of self-harm, suicide, eating disorders or dangerous challenges, as well as pornography and violence.

We were joined on The Agenda this morning by digital communications expert and founder of Mulley Communications, Damien Mulley, who told us more about this.

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