In computer networks, a reverse proxy or surrogate server is a proxy server that appears to any client to be an ordinary web server, but in reality merely acts as an intermediary that forwards the client's requests to one or more ordinary web servers. Reverse proxies help increase scalability, performance, resilience, and security, but they also carry a number of risks. Companies that run web servers often set up reverse proxies to facilitate the communication between an Internet user's browser and the web servers. An important advantage of doing so is that the web servers can be hidden behind a firewall on a company-internal network, and only the reverse proxy needs to be directly exposed to the Internet. Reverse proxy servers are implemented in popular open-source web servers. Dedicated reverse proxy servers are used by some of the biggest websites on the Internet. A reverse proxy is capable of tracking IP addresses of requests that are relayed through it as well as reading and/or modifying any non-encrypted traffic. However, this implies that anyone who has compromised the server could do so as well. Reverse proxies differ from forward proxies, which are used when the client is restricted to a private, internal network and asks a forward proxy to retrieve resources from the public Internet. == Uses == Large websites and content delivery networks use reverse proxies, together with other techniques, to balance the load between internal servers. Reverse proxies can keep a cache of static content, which further reduces the load on these internal servers and the internal network. It is also common for reverse proxies to add features such as compression or TLS encryption to the communication channel between the client and the reverse proxy. Reverse proxies can inspect HTTP headers, which, for example, allows them to present a single IP address to the Internet while relaying requests to different internal servers based on the URL of the HTTP request. Reverse proxies can hide the existence and characteristics of origin servers. This can make it more difficult to determine the actual location of the origin server / website and, for instance, more challenging to initiate legal action such as takedowns or block access to the website, as the IP address of the website may not be immediately apparent. Additionally, the reverse proxy may be located in a different jurisdiction with different legal requirements, further complicating the takedown process. Application firewall features can protect against common web-based attacks, like a denial-of-service attack (DoS) or distributed denial-of-service attacks (DDoS). Without a reverse proxy, removing malware or initiating takedowns (while simultaneously dealing with the attack) on one's own site, for example, can be difficult. In the case of secure websites, a web server may not perform TLS encryption itself, but instead offload the task to a reverse proxy that may be equipped with TLS acceleration hardware. (See TLS termination proxy.) A reverse proxy can distribute the load from incoming requests to several servers, with each server supporting its own application area. In the case of reverse proxying web servers, the reverse proxy may have to rewrite the URL in each incoming request in order to match the relevant internal location of the requested resource. A reverse proxy can reduce load on its origin servers by caching static content and dynamic content, known as web acceleration. Proxy caches of this sort can often satisfy a considerable number of website requests, greatly reducing the load on the origin server(s). A reverse proxy can optimize content by compressing it in order to speed up loading times. In a technique named "spoon-feeding", a dynamically generated page can be produced in its entirety and served to the reverse proxy, which can feed the page to the client as the connection allows. The program that generates the page need not remain open, thus releasing server resources during the possibly extended time the client requires to complete the transfer. Reverse proxies can operate wherever multiple web-servers must be accessible via a single public IP address. The web servers listen on different ports in the same machine, with the same local IP address or, possibly, on different machines with different local IP addresses. The reverse proxy analyzes each incoming request and delivers it to the right server within the local area network. Reverse proxies can perform A/B testing and multivariate testing without requiring application code to handle the logic of which version is served to a client. A reverse proxy can add access authentication to a web server that does not have any authentication. == Risks == When the transit traffic is encrypted and the reverse proxy needs to filter/cache/compress or otherwise modify or improve the traffic, the proxy first must decrypt and re-encrypt communications. This requires the proxy to possess the TLS certificate and its corresponding private key, extending the number of systems that can have access to non-encrypted data and making it a more valuable target for attackers. The vast majority of external data breaches happen either when hackers succeed in abusing an existing reverse proxy that was intentionally deployed by an organization, or when hackers succeed in converting an existing Internet-facing server into a reverse proxy server. Compromised or converted systems allow external attackers to specify where they want their attacks proxied to, enabling their access to internal networks and systems. Applications that were developed for the internal use of a company are not typically hardened to public standards and are not necessarily designed to withstand all hacking attempts. When an organization allows external access to such internal applications via a reverse proxy, they might unintentionally increase their own attack surface and invite hackers. If a reverse proxy is not configured to filter attacks or it does not receive daily updates to keep its attack signature database up to date, a zero-day vulnerability can pass through unfiltered, enabling attackers to gain control of the system(s) that are behind the reverse proxy server. Giving the reverse proxy of a third party access to private keys (for caching or optimizing content) places the entire triad of confidentiality, integrity and availability in the hands of the third party who operates the proxy. A reverse proxy is a single point of failure for the back-end services it fronts: an outage caused by misconfiguration, a denial-of-service attack, or a software fault can make every fronted service unreachable to outside clients, even when the back-end services themselves remain healthy. For example, a 2020 outage at Cloudflare briefly took down major sites and services that relied on its reverse-proxy edge, including Discord.
C-RAN
C-RAN (Cloud-RAN), also referred to as Centralized-RAN, is an architecture for cellular networks. C-RAN is a centralized, cloud computing-based architecture for radio access networks that supports 2G, 3G, 4G, 5G and future wireless communication standards. Its name comes from the four 'C's in the main characteristics of C-RAN system, "Clean, Centralized processing, Collaborative radio, and a real-time Cloud Radio Access Network". == Background == Traditional cellular, or Radio Access Networks (RAN), consist of many stand-alone base stations (BTS). Each BTS covers a small area, whereas a group BTS provides coverage over a continuous area. Each BTS processes and transmits its own signal to and from the mobile terminal, and forwards the data payload to and from the mobile terminal and out to the core network via the backhaul. Each BTS has its own cooling, back haul transportation, backup battery, monitoring system, and so on. Because of limited spectral resources, network operators 'reuse' the frequency among different base stations, which can cause interference between neighboring cells. There are several limitations in the traditional cellular architecture. First, each BTS is costly to build and operate. Moore's law helps reduce the size and power of an electrical system, but the supporting facilities of the BTS are not improved quite as well. Second, when more BTS are added to a system to improve its capacity, interference among BTS is more severe as BTS are closer to each other and more of them are using the same frequency. Third, because users are mobile, the traffic of each BTS fluctuates (called 'tide effect'), and as a result, the average utilization rate of individual BTS is pretty low. However, these processing resources cannot be shared with other BTS. Therefore, all BTS are designed to handle the maximum traffic, not average traffic, resulting in a waste of processing resources and power at idle times. == Evolution of base station architecture == === All-in-one macro base station === In the 1G and 2G cellular networks, base stations had an all-in-one architecture. Analog, digital, and power functions were housed in a single cabinet as large as a refrigerator. Usually the base station cabinet was placed in a dedicated room along with all necessary supporting facilitates such as power, backup battery, air conditioning, environment surveillance, and backhaul transmission equipment. The RF signal is generated by the base station RF unit and propagates through pairs of RF cables up to the antennas on the top of a base station tower or other mounting points. This all-in-one architecture was mostly found in macro cell deployments. === Distributed base station === For 3G, a distributed base station architecture was introduced by Ericsson, Nokia, Huawei, and other leading telecom equipment vendors. In this architecture the radio function unit, also known as the remote radio head (RRH), is separated from the digital function unit, or baseband unit (BBU) by fiber. Digital baseband signals are carried over fiber, using the Open Base Station Architecture Initiative (OBSAI) or Common Public Radio Interface (CPRI) standard. The RRH can be installed on the top of tower close to the antenna, reducing the loss compared to the traditional base station where the RF signal has to travel through a long cable from the base station cabinet to the antenna at the top of the tower. The fiber link between RRH and BBU also allows more flexibility in network planning and deployment as they can be placed a few hundred meters or a few kilometers away. Most modern base stations now use this decoupled architecture. === C-RAN/Cloud-RAN === C-RAN may be viewed as an architectural evolution of the above distributed base station system. It takes advantage of many technological advances in wireless, optical and IT communications systems. For example, it uses the latest CPRI standard, low cost Coarse or Dense Wavelength Division Multiplexing (CWDM/ DWDM) technology, and mmWave to allow transmission of baseband signal over long distance thus achieving large scale centralised base station deployment. It applies recent Data Centre Network technology to allow a low cost, high reliability, low latency and high bandwidth interconnect network in the BBU pool. It utilizes open platforms and real-time virtualization technology rooted in cloud computing to achieve dynamic shared resource allocation and support multi-vendor, multi-technology environments. == Architecture overview == C-RAN architecture has the following characteristics that are distinct from other cellular architectures: Large scale centralized deployment: Allows many RRHs to connect to a centralized BBU pool. The maximum distance can be 20km in fiber link for 4G (LTE/LTE-A) systems, and even longer distances (40~80km) for 3G (WCDMA/TD-SCDMA) and 2G (GSM/CDMA) systems. Native support to Collaborative Radio technologies: Any BBU can talk with any other BBU within the BBU pool with very high bandwidth (10 Gbit/s and above) and low latency (10 μs level). This is enabled by the interconnection of BBUs in the pool. This is one major difference from BBU Hotelling, or base station Hotelling; in the latter case, the BBUs of different base stations are simply stacked together and have no direct link between them to allow physical layer co-ordination. Real-time virtualization capability based on open platform: This is different from traditional base stations built on proprietary hardware, where the software and hardware are close-sourced and provided by single vendors. In contrast, a C-RAN BBU pool is built on open hardware, like x86/ARM CPU based servers, and interface cards that handle fiber links to RRHs and inter-connections in the pool. Real-time virtualization ensures that resources in the pool can be allocated dynamically to base station software stacks, say 4G/3G/2G function modules from different vendors, according to network load. However, to satisfy the strict timing requirements of wireless communication systems, the real-time performance for C-RAN is at the level of tens of microseconds, which is two orders of magnitude better than the millisecond level 'real-time' performance usually seen in Cloud Computing environments. == Similar architecture and systems == KT, a telecom operator in the Republic of Korea, introduced a Cloud Computing Center (CCC) system in their 3G (WCDMA/HSPA) and 4G (LTE/LTE-A) network in 2011 and 2012. The concept of CCC is basically the same as C-RAN. SK Telecom has also deployed Smart Cloud Access Network (SCAN) and Advanced-SCAN in their 4G (LTE/LTE-A) network in Korea no later than 2012. In 2014, Airvana (now CommScope) introduced OneCell, a C-RAN-based small cell system designed for enterprises and public spaces. == Competing architectures in cellular network evolution == === All-in-one BTS === One major alternative solution that is addressing similar challenges of RAN, is the small size, all-in-one outdoor BTS. Thanks to the achievements in the semiconductor industry, all the functionality of a BTS, including RF, baseband processing, MAC processing and package level processing, can now be implemented in a volume of <50 liters. This makes the system small and weatherproof, reduces the difficulty of BTS site choice and construction, eliminates the air conditioning requirement, and thus reduces operational costs. However, because each BTS is still working on its own, it cannot readily make use of the collaboration algorithms to reduce the interference between neighboring BTSs. It is also relatively hard to upgrade or repair because the all-in-one BTS units are usually mounted near the antenna. More processing units in less-protected environments also implies a higher failure rate compared to C-RAN, which only has the RRU deployed outdoors. The advantage of Cloud RAN lies in its ability to implement LTE-Advanced features such as Coordinated MultiPoint (CoMP) with very low latency between multiple radio heads. However, the economic benefit of improvements such as CoMP can be negated by the higher backhaul costs for some operators. === Small cell === The main competition between small cell and C-RAN occurs in two deployment scenarios: outdoor hotspot coverage and indoor coverage. == Academic research and publications == As one of the promising evolution paths for future cellular network architecture, C-RAN has attracted high academic research interest. Meanwhile, because the native support of cooperative radio capability built into the C-RAN architecture, it also enables many advanced algorithms that were hard to implement in cellular networks, including Cooperative Multi-Point Transmission/Receiving, Network Coding, etc. In October 2011, Wireless World Research Forum 27 was hosted in Germany, when China Mobile was invited to give a C-RAN presentation. In August 2012, IEEE C-RAN 2012 workshop was hosted in Kunming, China. CRC Press published a book, "Green Communications: Theore
Social employee
A social employee is a worker operating within a social business model. Following an organization's social computing guidelines, social employees use social media tools both for internal workflow and collaboration purposes and for external engagement with customers, prospects and stakeholders through a combination of social media marketing, content marketing, social marketing, and social selling. Social employee programs are considered to be as much about culture and engagement as they are about business processes and best practices. In addition to increased leads and sales, social employee best practices are said to improve business outcomes important to social media marketing, such as increased connections and web traffic, improved brand identification and "chatter", and better customer advocacy. == Overview == The term "social employee" was first introduced to describe those exhibiting the emerging characteristics of workers operating under a social business model. The term is often used interchangeably with similar designations like "employee advocate" or "social employee advocate". Crucial to the perceived value of the social employee is the concept of the digital footprint. While organizations are able to generate large bases of followers through social media, research shows that brand marketing and engagement efforts through these networks are not as effective as those of individual employees. In fact, some research indicates that employee experts are more trusted than any other member of an organization. Because of this, social employee programs are designed to train, empower, and support employee engagement efforts in the hopes of authentically engaging larger communities, increasing the frequency of shares, reviews, and other forms of "earned media" and expanding the brand's presence on the web. == The personal or employee brand == A foundational concept of the social employee is the idea of the personal or employee brand. This concept first gained popular attention in a 1997 FastCompany article by business leader Tom Peters titled "The Brand Called You". In the article, Peters argued that the premium placed on branding impacted workers' lives to such an extent that creating and cultivating a distinct personal brand had become a professional necessity. According to Peters, doing so built trust, loyalty, visibility, influence, and employability. With increased adoption of social media tools by both businesses and consumers in the early 21st century, many business leaders became increasingly concerned with social engagement, both internally among employees and externally with customers and other stakeholders. While many in the business community acknowledged the potential social tools had for improved collaboration, productivity, and brand messaging, the concern that employees would misrepresent their brand, disclose proprietary information, or otherwise damage their company's reputation or ability to conduct business persisted. As a result, many began to advocate for employee branding as a solution to this problem. This helped give new meaning to the concept of brand ambassadorship, positioning everyday employees in public, and potentially high-profile, engagement roles. == Characteristics == === Engaged === Because social employee advocacy is dependent on the perceived authenticity of the employee, engagement is highly valued in social organizations. Further, data show the measurable impact of employee engagement on organizational productivity and profitability: Happy employees were found to be 12 percent more productive. In one study, engaged employees were found to be 38 percent more likely to produce at above-average rates. In another, organizations with engaged employees had a 19 percent higher than average shareholder return, while organizations with disengaged employees experienced shareholder return that was 44 percent below average. Engaged companies were found to outperform disengaged companies by up to 202 percent. Companies with strong focus on culture were found to have an average 13.9 percent turnover rate, while those with a low focus experience were found to have a 48.4 percent turnover rate. === Flexible job environment and work–life balance === The number of professionals working mobile or remote has risen considerably since 2010. While estimates vary, one study found that number of organizations with mobile or remote employees is expected to rise from 24 percent in 2012 to 89 percent by 2020. Other research has estimated that by 2020, 105.4 million professionals will work remotely in America, about 72.3 percent of the total workforce. This change has been linked to a rise in social technologies, including biometrics, wearables, near-field communications, and augmented reality. Social employees have also put a greater emphasis on work–life balance, with many believing that advances in technology can directly support efforts in this area. Purported benefits of this shift include a more flexible workforce, reduced business costs, and greater organizational leverage in attracting and retaining top talent. === Buys into the brand's story === In 2009, thought leader Simon Sinek presented a speech called "How Great Leaders Inspire Action" at a TEDxPugetSound event. Sinek's central argument in this speech was, "People don't buy what you do. They buy why you do it." This concept—that the story behind a business or product offering is a more compelling sales tool than the product itself—is frequently cited in social media marketing as a way to build authentic connections with stakeholders. However, others have argued that for employees to share a brand's story authentically, they must be engaged in that story themselves, and as a result, many companies have made storytelling part of their culture programs. === Collaborative === An implicit tenet in social business is that social technologies aren't a barrier to productivity, but rather a path to increased connectivity. The shift in enterprise software systems like IBM Connections to incorporate social communication models, such as mentions, wikis, and newsfeeds, reflects the changing communication dynamics within business. With an increase in diversity and sophistication in collaborative software platforms, social organizations have sought to find new creative ways to utilize these tools and secure employee buy-in around them. Crowdsourcing has also become popular in social businesses. Examples include AT&T's program The Innovation Pipeline (TIP), begun in 2009, which has generated over 28,000 ideas that have led to over 75 projects with funding exceeding $44 million. IBM has also put considerable resources into such processes, producing its social computing guidelines through employee crowdsourcing, as well as its Connections platform through the Technology Adoption Program (TAP), a more formalized crowdsourcing initiative. Another popular form of internal collaboration is the hack day, or hackathon. Organizations such as Netflix, Facebook, and IBM use hack days to pull employees out of their day-to-day work environments and encourage them to collaborate in nontraditional ways in an attempt to drive disruptive innovation. Social employees are often encouraged to seek external collaboration opportunities with customers and prospects. For example, Procter & Gamble introduced the Live Well Collaborative to connect with external stakeholders and develop products and services for the 50+ demographic. === Social listener === A social listener is someone who engages in social listening, or social media monitoring, for professional means. Social employees can use social media monitoring for a variety of reasons, including professional development, industry news and trends, and gauging market sentiment. Some have argued that social listening is one of the most important components of social business, as it enables organizations to collect rich market data, make more informed strategic decisions, and respond to customer needs more authentically. === Customer-centric === Advocates of customer-centricity in social business argue that social media has changed the dynamic from one-way brand messaging to shared interactions between brand and customer. Brand and customer engagement is seen as a means of creating more lasting connections with customers and prospects and empowering them to become brand promoters. Customer-centric interactions are seen to have distinct value to brands, as research shows that prospects are far more likely to trust brand-related messaging from a friend or family member than they are from a brand. As a means of building social employees, some social advocates have also called for a broader definition of customer to include the employees themselves. In the book The Pursuit of Social Business Excellence, authors Vala Afshar and Brad Martin made the following argument: A social business operates with the guiding principle that each employee's responsi
Social media marketing
Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for practitioners and researchers. Social media platforms such as Facebook, LinkedIn, Instagram, and Twitter, among others, have built-in data analytics tools that companies can use to track the progress, success, and engagement of social media marketing campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm's desired social media "culture" and "tone". Firms that use social media marketing can allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as "earned media", rather than use marketer-prepared advertising copy. == Purposes and tactics == Social media may be employed in marketing as a communications tool that makes companies accessible to those who are interested in their product and visible to those who are not familiar with their products. It is used by companies to create buzz, learn from customers, and target them. Of the top 10 factors that correlate with a strong Google organic search, seven are social media-dependent. This means that if brands with little to no social media presence tend to show up less on Google searches. While platforms such as Twitter, Facebook and—in the past—Google+ have a larger number of monthly users, the visual media-sharing-based mobile platforms garner a higher interaction rate in comparison, and have registered the fastest growth, and have changed the ways in which consumers engage with brand content. Instagram has an interaction rate of 1.46% with an average of 130 million users monthly as opposed to Twitter, which has a .03% interaction rate with an average of 210 million monthly users. Unlike traditional media that are often cost-prohibitive to many companies, a social media strategy does not require significant financial investment. To this end, companies make use of platforms such as Facebook, Twitter, YouTube, TikTok and Instagram to reach audiences much wider than through traditional print, television, or radio advertisements alone at a fraction of the cost, as most social networking sites can be used at little or no cost (however, some websites charge companies for premium services). This has changed the ways that companies approach and interact with customers, as a substantial percentage of consumer interactions are now being carried out over online platforms with much higher visibility. Customers can post reviews of products and services, rate customer service, and ask questions or voice concerns directly to companies through social media platforms. According to Measuring Success, over 80% of consumers use the web to research products and services. Thus social media marketing is also used by businesses in order to build relationships of trust with consumers. To this aim, companies may hire personnel to specifically handle these social media interactions, who usually report under the title of online community managers. Handling these interactions in a satisfactory manner can result in an increase of consumer trust. To both this aim and to fix the public's perception of a company, three steps are taken in order to address consumer concerns: Identifying the extent of the social chatter Engaging the influencers to help Developing a proportional response == Strategies == === Passive approach === Social media can be a useful source of market information and a way to hear customers' perspectives. Blogs, content communities, and forums are platforms where individuals share their reviews and recommendations of brands, products, and services. Businesses are able to tap into and analyze customer voices and feedback generated in social media for marketing purposes. In this sense, social media is a relatively inexpensive source of market intelligence which can be used by marketers and managers to track and respond to consumer-identified problems and detect market opportunities. === Active approach === Social media can be used as a public relations tool, a direct marketing tool, and a communication channel to target very specific audiences, with social media influencers and social media personalities as effective customer engagement tools. This tactic is widely known as influencer marketing, which gives brands the opportunity to reach their target audience via a group of selected influencers advertising their product or service. Brands were projected to spend up to $15 billion on influencer marketing by 2022, per Business Insider Intelligence estimates, based on Mediakix data. The use of customer influencers, such as popular bloggers, can be an efficient and cost-effective method to launch new products or services. == Engagement == Engagement with the social web means that customers and stakeholders are active participants rather than passive spectators. An example of these are consumer advocacy groups and groups that criticize companies (e.g., lobby groups or advocacy organizations). The use of Social media in a business or political context allows people to express and share opinions about a company's products, services or business practices, or a government's actions. On social media, each participant becomes part of the marketing department (or a challenge to the marketing effort) as other customers read their comments or reviews. The effectiveness of social media marketing campaigns is dependent on the promotion of online engagement. With the advent of social media marketing, it has become increasingly important to gain customer interest in products and services, which can eventually be translated into buying behavior, or voting and donating behavior in a political context. New online marketing concepts of engagement and loyalty have emerged which aim to build customer participation and brand reputation. Engagement in social media for the purpose of a social media strategy is divided into two parts. The first is proactive, regular posting of new online content, which can be seen through digital photos, digital videos, text, and conversations. It is also represented through sharing of content and information from others via weblinks. The second part is reactive conversations, with social media users responding to those who reach out to others' social media profiles through comments or messages. == Campaigns == === Local businesses === Small businesses use social networking sites as a promotional technique. Businesses can follow individuals' social media usage in their local area and advertise specials and deals, which can be exclusive and in the form of "get a free drink with a copy of this tweet". This type of message encourages other locals to follow the business on their official websites in order to obtain the promotional deal. The business's brand visibility is enhanced in the process. Social networking sites are also used by small businesses to develop their own market research on new products and services. By encouraging their customers to give feedback on new product ideas, businesses can gain insights on whether or not a product may be accepted by their target market enough to merit full production. In addition, customers will feel the company has engaged them in the process of co-creation—the process in which the business uses customer feedback to create or modify a product or service to fill a need of the target market. Such feedback can be presented in various forms, such as surveys, contests, and polls. Social networking sites such as LinkedIn, also provide opportunities for small businesses to find candidates to fill staff positions. Review sites such as Yelp help small businesses build their reputation beyond brand visibility. Positive customer peer reviews help influence new prospects to purchase goods and services more than company advertising. == Benefits == Social Media Marketing allows companies to promote themselves to large, diverse audiences that could not be reached through traditional marketing such as phone and email-based advertising. Marketing on most social media platforms also comes at little to no cost, making it accessible to virtually any size business. Social Media Marketing accommodates personalized and direct marketing that targets specific demographics and markets. Companies can engage with customers directly, allowing them to obtain feedback and resolve issues almost immediately. Another advantage of social media marketing is that it's an ideal environment for a company to conduct market research. It can be used
Online Safety Amendment (Social Media Minimum Age) Act 2024
The Online Safety Amendment (Social Media Minimum Age) Act 2024 is an Australian act of parliament that prohibits minors under the age of 16 from holding an account on certain social media platforms. It is an amendment to the Online Safety Act 2021 and was passed by the Parliament of Australia on 29 November 2024. It imposes monetary penalties on social media companies that fail to take reasonable steps to prevent minors under 16 that are located in Australia from having accounts on their services. The legislation allows the government to determine which social media platforms must ban age‑restricted users and proclaim a date for the commencement of the ban, with those provisions taking effect on 10 December 2025. Facebook, Instagram, Reddit, Snapchat, TikTok, Twitter, Threads, Twitch, Kick, and YouTube were age‑restricted on 10 December 2025, with the possibility that more platforms may be added. The act is being challenged in the High Court by the Digital Freedom Project. == Background == The ban on access to social media by young people by the federal government originated in November 2023, when shadow communications minister David Coleman introduced a private member's bill requiring the government to conduct a trial for age-verification technology on pornography and social media platforms. While the bill did not succeed, the Albanese government funded the trial in the 2024 Australian federal budget. In June 2024, opposition leader Peter Dutton pledged that a Coalition government would implement a ban on social media for under-16s within 100 days of taking office. The following month, prime minister Anthony Albanese announced the government would introduce legislation banning under-16s from social media. The Online Safety Amendment (Social Media Minimum Age) Bill 2024 was introduced into parliament by minister for communications Michelle Rowland on 21 November 2024, passing both houses on 28 November 2024. The ban on access to social media by young people by the federal government also gained momentum following an entreaty by the wife of the premier of South Australia, Peter Malinauskas, to her husband. She requested that he read The Anxious Generation by Jonathan Haidt and take action to address the impact of social media on the mental health of children. The couple have four young children, and, thinking of them, the premier thought that government should play a part in helping parents to regulate use of social media by their children at home. Malinauskas contacted former High Court chief justice Robert French, who agreed to look at the issue, and in September 2024 handed the premier a 267 page proposal, which he dubbed a "Swiss Army knife" rather than a machete, to adjust to social media's "changing landscape and its complexity". The leaders of other states and territories gave their support to Malinauskas's idea, and he took the French report to National Cabinet to collaborate with chief ministers, premiers, and the prime minister. Community support swelled after stories of parents who had lost their children to suicide after being bullied on social media were published. Albanese himself was moved by a personal letter received from Kelly O'Brien, whose 12-year-old daughter Charlotte had taken her own life due to bullying at school. An event took place at the sidelines of the United Nations General Assembly session in September 2025 at which a mother spoke of her daughter's suicide as "death by bullying ... enabled by social media". The speech won support from world leaders in Greece, Fiji, Tonga and the president of the European Commission Ursula von der Leyen. In early September 2024, South Australia proposed legislation similar to the federal law now in place. The state-based version was intended to ban users under the age of 14, unlike the federal law, which bans those under 16. The state-based law also proposed to require parental consent for 14 and 15‑year‑olds. Later in September, prime minister Anthony Albanese announced that his government intended to introduce legislation to set a minimum age requirement for social media. In November 2024, the federal government indicated their intention to engage the Age Check Certification Scheme following a tender process for an age assurance technology trial. The Albanese government's proposed ban was supported by the governments of every state and territory. Albanese described social media as a "scourge", and said "I want people to spend more time on the footy field or the netball court than they're spending on their phones", that family members are "worried sick about the safety of our kids online", and that social media "is having a negative impact on young people's mental health and on anxiety". Albanese's statements followed an earlier pledge by Liberal opposition leader Peter Dutton who was pushed by the early advocacy of shadow communications minister David Coleman to implement a ban on social media for under 16s within 100 days of being elected. The opposition organised an open letter signed by 140 experts who specialise in child welfare and technology. The opposition was concerned about the invasion of privacy that will occur with the introduction of identification-based age checks. An advocacy group for digital companies in Australia called the plans a "20th Century response to 21st Century challenges". A director of a mental health service voiced concerns, stating that "73% of young people across Australia who accessed mental health support did so through social media". == Implementation == Social media companies will receive a transition period of one year after the legislation is enacted to introduce reasonable controls preventing minors under the age of 16 from holding accounts on their services while physically located in Australia. Enforcement will involve fines of up to A$49.5 million for companies failing to take such steps, with no consequences for parents and children who violate the restrictions. There are no parental consent exceptions to the ban, and while the use of virtual private networks (VPNs) to access these services remains legal in Australia, the services are expected to try to stop under 16s from using VPNs to pretend to be outside Australia. The expectation is to make best-efforts to implement the ban on platforms including Facebook, Instagram, Reddit, Snapchat, TikTok, Twitter, Threads, Twitch, Kick and YouTube. Some social media companies are now obligated to become good enough at profiling Australian children under 16 to satisfy the Australian government they tried to implement the ban to avoid being fined. Consequently, social media companies said they will try to identify restricted users using various methods including behavioural inferencing. On 5 November 2025, it was announced that online gaming platform Roblox will not be banned, but Reddit and live-streaming platform Kick will be added to the list of platforms to be banned. A report by Age Check Certification Scheme, a UK company recruited by the government to consult on the technology used to implement the restrictions, was issued in June 2025, ahead of the December deadline to implement the ban. In June 2025, the preliminary report was released, which stated that "there are no significant technological barriers" to implementing the ban. In late July 2025, Google warned that it would sue the Australian government if YouTube was included in the ban. On 30 July, the government announced that it would extend its social media age limit to include YouTube, following advice from Grant. On 30 July 2025, the minister for communications, Anika Wells, published the Online Safety (Age-Restricted Social Media Platforms) Rules 2025, which specify exactly which types of social media platforms will be banned for certain users. On 31 August 2025, the full report was released, which stated that it would technically be possible to implement the ban; however, coordination among different services is required to successfully implement it. It also highlighted the benefits and flaws of different methods of age verification. On 16 September 2025, it was announced that the eSafety Commissioner will be able to take legal action against social media companies that have not pursued reasonable steps to bar users under the age of 16, and that fines can range up to A$49.5 million against these companies in court. On 19 November 2025, Meta announced that from 4 December their platforms (Instagram, Facebook, and Threads) would be removing users under the age of 16 ahead of the 10 December deadline. Users will be able to scan a face or provide an identity document to prove their age. On 21 November 2025, the eSafety Commissioner announced that the live-streaming platform Twitch will be included in the ban, but that Pinterest would not be. In December 2025, eSafety Commissioner Julie Inman Grant suggested efforts to block users include use by social media companies of various "signals" to identify children that are
Embodied agent
In artificial intelligence, an embodied agent, also sometimes referred to as an interface agent, is an intelligent agent that interacts with the environment through a physical body within that environment. Agents that are represented graphically with a body, for example a human or a cartoon animal, are also called embodied agents, although they have only virtual, not physical, embodiment. A branch of artificial intelligence focuses on empowering such agents to interact autonomously with human beings and the environment. Mobile robots are one example of physically embodied agents; Ananova and Microsoft Agent are examples of graphically embodied agents. Embodied conversational agents are embodied agents (usually with a graphical front-end as opposed to a robotic body) that are capable of engaging in conversation with one another and with humans employing the same verbal and nonverbal means that humans do (such as gesture, facial expression, and so forth). == Embodied conversational agents == Embodied conversational agents are a form of intelligent user interface. Graphically embodied agents aim to unite gesture, facial expression and speech to enable face-to-face communication with users, providing a powerful means of human-computer interaction. == Advantages == Face-to-face communication allows communication protocols that give a much richer communication channel than other means of communicating. It enables pragmatic communication acts such as conversational turn-taking, facial expression of emotions, information structure and emphasis, visualization and iconic gestures, and orientation in a three-dimensional environment. This communication takes place through both verbal and non-verbal channels such as gaze, gesture, spoken intonation and body posture. Research has found that users prefer a non-verbal visual indication of an embodied system's internal state to a verbal indication, demonstrating the value of additional non-verbal communication channels. As well as this, the face-to-face communication involved in interacting with an embodied agent can be conducted alongside another task without distracting the human participants, instead improving the enjoyment of such an interaction. Furthermore, the use of an embodied presentation agent results in improved recall of the presented information. Embodied agents also provide a social dimension to the interaction. Humans willingly ascribe social awareness to computers, and thus interaction with embodied agents follows social conventions, similar to human to human interactions. This social interaction both raises the believably and perceived trustworthiness of agents, and increases the user's engagement with the system. Rickenberg and Reeves found that the presence of an embodied agent on a website increased the level of user trust in that website, but also increased users' anxiety and affected their performance, as if they were being watched by a real human. Another effect of the social aspect of agents is that presentations given by an embodied agent are perceived as being more entertaining and less difficult than similar presentations given without an agent. Research shows that perceived enjoyment, followed by perceived usefulness and ease of use, is the major factor influencing user adoption of embodied agents. A study in January 2004 by Byron Reeves at Stanford demonstrated how digital characters could "enhance online experiences" through explaining how virtual characters essentially add a sense of familiarity to the user experience and make it more approachable. This increase in likability in turn helps make the products better, which benefits both the end users and those creating the product. === Applications === The rich style of communication that characterizes human conversation makes conversational interaction with embodied conversational agents ideal for many non-traditional interaction tasks. A familiar application of graphically embodied agents is computer games; embodied agents are ideal for this setting because the richer communication style makes interacting with the agent enjoyable. Embodied conversational agents have also been used in virtual training environments, portable personal navigation guides, interactive fiction and storytelling systems, interactive online characters and automated presenters and commentators. Major virtual assistants like Siri, Amazon Alexa and Google Assistant do not come with any visual embodied representation, which is believed to limit the sense of human presence by users. The U.S. Department of Defense utilizes a software agent called SGT STAR on U.S. Army-run Web sites and Web applications for site navigation, recruitment and propaganda purposes. Sgt. Star is run by the Army Marketing and Research Group, a division operated directly from The Pentagon. Sgt. Star is based upon the ActiveSentry technology developed by Next IT, a Washington-based information technology services company. Other such bots in the Sgt. Star "family" are utilized by the Federal Bureau of Investigation and the Central Intelligence Agency for intelligence gathering purposes.
Visual cryptography
Visual cryptography is a cryptographic technique which allows visual information (pictures, text, etc.) to be encrypted in such a way that the decrypted information appears as a visual image. One of the best-known techniques has been credited to Moni Naor and Adi Shamir, who developed it in 1994. They demonstrated a visual secret sharing scheme, where a binary image was broken up into n shares so that only someone with all n shares could decrypt the image, while any n − 1 shares revealed no information about the original image. Each share was printed on a separate transparency, and decryption was performed by overlaying the shares. When all n shares were overlaid, the original image would appear. There are several generalizations of the basic scheme including k-out-of-n visual cryptography, and using opaque sheets but illuminating them by multiple sets of identical illumination patterns under the recording of only one single-pixel detector, which exposed the image. Using a similar idea, transparencies can be used to implement a one-time pad encryption, where one transparency is a shared random pad, and another transparency acts as the ciphertext. Normally, there is an expansion of space requirement in visual cryptography. But if one of the two shares is structured recursively, the efficiency of visual cryptography can be increased to 100%. Some antecedents of visual cryptography are in patents from the 1960s. Other antecedents are in the work on perception and secure communication. Visual cryptography can be used to protect biometric templates in which decryption does not require any complex computations. == Example == In this example, the binary image has been split into two component images. Each component image has a pair of pixels for every pixel in the original image. These pixel pairs are shaded black or white according to the following rule: if the original image pixel was black, the pixel pairs in the component images must be complementary; randomly shade one ■□, and the other □■. When these complementary pairs are overlapped, they will appear dark gray. On the other hand, if the original image pixel was white, the pixel pairs in the component images must match: both ■□ or both □■. When these matching pairs are overlapped, they will appear light gray. So, when the two component images are superimposed, the original image appears. However, without the other component, a component image reveals no information about the original image; it is indistinguishable from a random pattern of ■□ / □■ pairs. Moreover, if you have one component image, you can use the shading rules above to produce a counterfeit component image that combines with it to produce any image at all. == (2, n) visual cryptography sharing case == Sharing a secret with an arbitrary number of people, n, such that at least 2 of them are required to decode the secret is one form of the visual secret sharing scheme presented by Moni Naor and Adi Shamir in 1994. In this scheme we have a secret image which is encoded into n shares printed on transparencies. The shares appear random and contain no decipherable information about the underlying secret image, however if any 2 of the shares are stacked on top of one another the secret image becomes decipherable by the human eye. Every pixel from the secret image is encoded into multiple subpixels in each share image using a matrix to determine the color of the pixels. In the (2, n) case, a white pixel in the secret image is encoded using a matrix from the following set, where each row gives the subpixel pattern for one of the components: {all permutations of the columns of} : C 0 = [ 1 0 . . . 0 1 0 . . . 0 . . . 1 0 . . . 0 ] . {\displaystyle \mathbf {C_{0}=} {\begin{bmatrix}1&0&...&0\\1&0&...&0\\...\\1&0&...&0\end{bmatrix}}.} While a black pixel in the secret image is encoded using a matrix from the following set: {all permutations of the columns of} : C 1 = [ 1 0 . . . 0 0 1 . . . 0 . . . 0 0 . . . 1 ] . {\displaystyle \mathbf {C_{1}=} {\begin{bmatrix}1&0&...&0\\0&1&...&0\\...\\0&0&...&1\end{bmatrix}}.} For instance in the (2,2) sharing case (the secret is split into 2 shares and both shares are required to decode the secret) we use complementary matrices to share a black pixel and identical matrices to share a white pixel. Stacking the shares we have all the subpixels associated with the black pixel now black while 50% of the subpixels associated with the white pixel remain white. == Cheating the (2, n) visual secret sharing scheme == Horng et al. proposed a method that allows n − 1 colluding parties to cheat an honest party in visual cryptography. They take advantage of knowing the underlying distribution of the pixels in the shares to create new shares that combine with existing shares to form a new secret message of the cheaters choosing. We know that 2 shares are enough to decode the secret image using the human visual system. But examining two shares also gives some information about the 3rd share. For instance, colluding participants may examine their shares to determine when they both have black pixels and use that information to determine that another participant will also have a black pixel in that location. Knowing where black pixels exist in another party's share allows them to create a new share that will combine with the predicted share to form a new secret message. In this way a set of colluding parties that have enough shares to access the secret code can cheat other honest parties. == Visual steganography == 2×2 subpixels can also encode a binary image in each component image. For example, each white pixel of each component image could be represented by two black subpixels, while each black pixel represented by three black subpixels. When overlaid, each white pixel of the secret image is represented by three black subpixels, while each black pixel is represented by all four subpixels black. Each corresponding pixel in the component images is randomly rotated to avoid orientation leaking information about the secret image. == In popular culture == In "Do Not Forsake Me Oh My Darling", a 1967 episode of TV series The Prisoner, the protagonist uses a visual cryptography overlay of multiple transparencies to reveal a secret message – the location of a scientist friend who had gone into hiding.