MPs in the UK recently rejected a call from the House of Lords to ban the use of social media for people aged under 16 years, however age restrictions could still be introduced as part of a separate consultation on children’s use of social platforms.
New Digital Age spoke with Chris Daly, CEO of the Chartered Institute of Marketing (CIM) to discuss the likelihood of legislation and the steps marketers should be taking to prepare for any future moves to restrict the behaviour of younger social media users…
What is the CIM’s headline position on the prospect of a Social Media ban for under 16s?
We support the government’s intention to prioritise young people’s wellbeing online. As a professional body, we believe responsible marketing depends on clear boundaries, ethical use of data and age‑appropriate communication. This shift presents an opportunity for the marketing profession to lead: moving towards trusted, meaningful engagement, investing in content and channels that build long‑term value, and strengthening relationships with families, communities and society. We will work where possible with other marketing bodies and policymakers regarding changes, which aim to protect young people while enabling proportionate, transparent and effective communications across the wider economy.
Should marketers be doing anything now to prepare for the introduction of such a ban?
Yes, but proportionately. The potential regulation/outcomes are an opportunity for marketing professionals to review several areas including reliance on youth reach and strengthening age-appropriate targeting protocols (data, age-verification method and profiling practices). Looking beyond just advertising, the area brands will most likely be impacted is on brand-building. They will lose the exposure and formative identity shaping window. This presents an opportunity for marketers to think about other channels, including owned and offline. Brand salience will rely more on these to build experiences, communities or partnerships. The biggest impact is cultural, not operational. This is an opportunity for a strategic review and from a positive perspective it could help marketing re-gain trust and rebuild its reputation as an industry, leading to more responsible marketing.
From a marketer’s perspective, what would be the key impacts of a ban for under 16s?
It would have limited impact on paid targeting. Under‑16s already have restricted exposure, platforms prohibit under‑13s, and many categories are not allowed to target minors. The greater impact we believe would be on brand‑building, where that early‑life exposure could be lost. Marketers will need to think about how they replace that, as well as cultural influence or participation which shapes moments. The need to rethink how they create relevance will be central, as they have become so used to getting this from habitual daily digital content.
It’s important to note that platforms have already eroded organic reach as paid has increasingly become mandatory, and with algorithms changing frequently, this means advertisers are less in control, which would remain the case if there was a ban or not.
Overall, the ban conversation is rooted in harms: online abuse, addictive design, and exposure to harmful content. There remains an increased need for trust‑building and this could be an opportunity for brands to really demonstrate responsibility and rebuild public trust – preventing the risk of young people taking matters into their own hands and moving to potentially less regulated spaces.
Supporting youth safety measures demonstrates a brand’s commitment to responsible, ethical and socially conscious marketing. In an environment where trust is increasingly scrutinised, particularly around digital wellbeing, brands that visibly align with safeguarding principles may strengthen reputation, credibility and consumer confidence.
Is any ban likely to succeed in practice or will it lead to unintended consequences?
A full ban would of course cause significant practical challenges. However other countries, including Australia and Spain, are going through similar measures, and France, Denmark and Greece have announced that they are considering their own age restrictions for social media. The UK can learn from the approaches of others.
Unintended consequences will always be a possibility, but it’s unclear what impact this move will have until we know more. Marketers should monitor the situation closely and adjust their activities as appropriate.
What channels would be most likely to benefit most from such a ban, i.e. a media budget switching from social as a result?
A restriction on under16s using social media would accelerate trends already underway, with many marketers rebalancing budgets toward channels that offer stronger accountability and long-term value. As paid social becomes less effective for reaching younger demographics, brands will naturally increase investment in owned channels such as CRM, email, and loyalty programmes, where they can build transparent, permission-based relationships with households.
We would also expect renewed emphasis on experiential and community-based engagement. If the daily touchpoints offered by social media diminish, in person events, partnerships with schools or youth organisations and local initiatives, could provide marketers with safe, high-quality environments to build trust with families. These formats allow brands to demonstrate responsibility while maintaining meaningful visibility among younger audiences through adult gatekeepers.
Beyond this, spend could shift toward channels that do not rely on social platform data, including search, contextual advertising, and longform publisher content. Overall, the beneficiaries will be those channels that enable ethical, age-appropriate communication – aligning closely with CIM’s call for responsible, transparent, ethical marketing practice.
We already discuss a digital skills gap in the UK workforce – wouldn’t such a ban on young people make matters worse?
From a CIM and marketing profession point of view, digital skills are much broader than just using social media. Young people can still build valuable and much needed skills in areas such as data literacy, critical thinking, creativity and responsible digital behaviour, without being on mainstream social platforms.
Marketing isn’t just posting on Instagram – it’s understanding audiences, creating meaningful content, and making good decisions based on evidence. Those skills develop in lots of places, not only on social apps.
While there are concerns that a blanket ban could leave teenagers less prepared for the digital world, from a marketing profession perspective, it’s the broader capabilities that matter most. Strong foundational skills will always help future marketers adapt quickly to new rules, technologies, and expectations.
