The recent announcement from UK Prime Minister Keir Starmer that under 16’s will be banned from social media has drawn reaction from across the digital marketing industry…
Oscar Mackenzie, Director of Social & Influencer at Jungle Creations
“The announcement has been a long time coming in a debate that has been building momentum for years. Online safety, mental wellbeing and age-appropriate digital experiences have increasingly moved into the mainstream, making some form of policy intervention increasingly likely. Australia’s decision to introduce a social media ban for under-16s last year accelerated the conversation globally, with countries including France, Austria and Canada also exploring or implementing stronger measures to protect young people online. In the UK, we’ve already seen phone-free school policies and restrictions on device use during school hours.
“This latest proposal reflects a growing belief that children need greater protection online, and that responsibility sits not only with parents and platforms, but with the government too. What happens next will be just as important as the announcement itself. The effectiveness of any new restrictions will depend on how they are implemented and supported across the wider digital ecosystem. Getting that balance right will be critical, protecting young people from harm without unnecessarily limiting the benefits that social platforms can offer.”
Tom Stone, co-founder of re:act
“For many brands, this will not trigger a sudden rethink. Most responsible businesses have already been moving away from targeting under-16s directly, partly because the risks around safety, scrutiny and wasted spend have been obvious for some time.
“The bigger question now sits with the platforms. Under-16s are among the most digitally agile audiences online, and many will quickly understand how to get around restrictions if the systems are not watertight. That makes enforcement the real test.
Brands will still need to be careful, particularly around content, influencer partnerships and paid targeting that may indirectly reach younger audiences. But the immediate pressure is on social platforms to prove they can make this work in practice, not just in policy.
Dan Gee, Chief strategy officer, MFM
“Tougher regulation of social media platforms may ultimately strengthen their commercial prospects. The age restrictions due to take effect in 2027 are likely to drive safer defaults, reduce harmful amplification, and improve accountability. In doing so, they can enhance the legitimacy of platforms, which will make them more attractive to advertisers.
“Brands are more willing to invest when they can be confident that audiences trust the platforms on which their ads appear and that those platforms operate responsibly. In short, regulation may not constrain social media platforms, it may instead provide the licence they need to sustain trust and secure their long-term future.”
Mike Craddock, Co-founder and CEO at NewGen
“Importantly, this isn’t about punishing children for being online; it’s about putting more responsibility on the platforms to actually know who is using them.
“For brands, the obvious question is: does this mean fewer people watching our content? And honestly, potentially yes. If a chunk of younger users are removed from social platforms, brands that rely on younger audiences could see some impact on reach, views and trend momentum. A lot of content travels because young people are fast to pick things up, remix them, comment on them and push them into the wider culture. So if access tightens, brands may need to rethink who they’re really speaking to, where their audience actually is, and how much they rely on younger users to create that initial spark.
“The reality, though, is probably a bit messier. In the short term, kids will still find ways into social media because, well, they always do. So we probably won’t wake up one day and suddenly see social media completely emptied of under-16s. But it’s worth looking at this less as a huge overnight shift, and more as support for parents who are already trying to create healthier behaviours around social media. The ban probably won’t create a clean break, but it might make it easier for parents who want to set boundaries and say, “Actually, not yet.
“Over time, that’s where the impact will probably become more noticeable. The next generation of kids growing up won’t have the same automatic access, and that could slowly change how social platforms feel, who shapes trends, and how early people enter online culture. From a brand point of view, that’s something to keep an eye on. From a human point of view, it’s probably a good thing.
“At NewGen, this is something we’ll be watching closely; we’ll be keeping an eye on audience behaviour across our owned pages, creator-led pages and client brand accounts to understand whether there is any noticeable dip in reach, views or engagement, especially as we move into early 2027. We’ll also be tracking the legislation as it develops, because the detail really matters here; how it’s enforced, which platforms are included, and what the age verification process actually looks like. For now, it’s not about panic-planning. It’s about staying close to the data, understanding what changes in real time, and making sure clients are prepared if audience behaviour starts to shift.”
Tim Mitchell, CEO at CreatorOS
“As a parent of young kids, I think this is a really positive step. People are starting to recognise the real issue: these algorithms are designed to be addictive by design. They keep users hooked by serving up content people want to watch, regardless of whether it’s harmful or just an innocent video.
“Creators in our WhatsApp community poll were overwhelmingly in favour of the ban. This should in theory bring real reassurance to creators and brands that the content they’re putting out simply shouldn’t be reaching children, who were never part of the intended audience.
“That said, brands still have a role to play in pressuring platforms to flag and remove harmful content, and this ban shouldn’t be treated as an excuse for that pressure to ease off. The platforms themselves carry the real responsibility for complying with the ban properly.
“There’s also a strong chance this creates a big opportunity for new social platforms that are genuinely safe and built for younger users, with the right limitations and restrictions, but allowing young people to connect with their friends and groups. That feels like an exciting space to watch.”
Jenny Stanley, Managing Director, Appetite Creative
“The UK Government’s social media ban for under-16s is a landmark moment – and a significant signal to brands about where young audiences will and won’t be reachable in the future. For marketers, this raises an urgent question: if you can’t reach the next generation through social feeds, how do you connect with them in a way that’s both effective and trustworthy?
“This is precisely where connected packaging becomes even more powerful. Physical products are already in the hands of consumers of all ages – they’re in every home, every lunchbox, every fridge. By turning packaging into an interactive digital experience via a QR code scan, brands can create age-appropriate, compliant, and genuinely engaging experiences that reach young people through the products they already use – without relying on social media algorithms or platforms.
“Connected packaging is also inherently more transparent. Brands control the experience, the data, and the messaging – making it a far more trustworthy channel for both consumers and regulators than the opaque world of social media feeds.
“As we see the digital landscape tighten with regulation, the smartest brands will look to owned media channels. Packaging is the original owned media – and connected packaging makes it smarter, safer, and more trustworthy than ever.”
