UK Government proposes to ban social media for under 16s – what could it mean for you?

The UK Government has announced plans to ban under 16s using social media from spring 2027. 

Australia has put a ban in place already and the indication is that the UK plans tighter restrictions. Other countries including Canada and several across Europe are planning similar legislation.  

The UK ban is expected to include platforms with algorithm-driven feeds including Snapchat, TikTok, Instagram, Facebook, X, and YouTube. The legislation will also include safety restrictions for 16 and 17 year olds and may include curfews and scrolling limits. 

We spoke to Charlotte Makemson, our Head of Digital, for her initial thoughts:

“I’m broadly supportive but also aware that the detail will matter. As a mother I support the need for intervention, and as someone who works in digital, I can also see how complex this will be to get right.” 

“The risks around harmful content, addictive features, algorithm led recommendations and contact from strangers are real, and we must protect our children and young people. Parents should not be expected to manage this alone, so the government’s intervention is welcomed. But I also think the platforms need to take responsibility and do far more.” 

“The inclusion of YouTube shows how complicated this could become in practice. I understand why it’s been included but also recognise that it can be used for learning, revision and creativity and can work differently to traditional social media platforms.” 

“We should also consider the potential unintended consequences. If young people are restricted from mainstream social platforms, some may move towards more private or less visible digital spaces where moderation, safeguarding and parental oversight can be more challenging. Messaging services such as WhatsApp appear to sit outside the current scope of the ban, which makes this an important area to watch.” 

What do you think it will mean for brands?  

“For many brands looking to reach young people, the ban will bring a significant shift in consumer behaviour and, as such, they will need to adapt as their customers do.” 

“There are also charities and support agencies that provide valuable information, advice and learning resources to support under 16s. That information will still be accessible on websites but will the proposed social media ban impact on their ability to reach and support young people?” 

“Brands looking to reach the teenage market will need to redefine their marketing and communications strategies. I’d recommend they audit current audience demographics across all platforms; any reach in the under 16 demographic will likely need to be focused on a family or household level on social media in the future, so messaging and approach will need to change.” 

“These organisations will need to consider what other channels can be used to reach their audiences safely and appropriately – advertising, SEO, email, PR, events, outreach and partnerships, etc – which will raise questions over cost effectiveness and return on investment and may impact on current staffing and budgets.” 

“As an agency working on social media and wider marketing strategies for a range of brands, we’re in a position to support and will be able to look across brands and sectors as they learn and adapt and we will share best practice as it develops.”

What do you think will happen to social media?  

“It’s hard to say exactly how social media will evolve, but if under-16s are removed from major platforms, audience behaviour will inevitably change. Platforms may need to rethink product design, safety features, moderation and the type of environments they are creating for users and advertisers.” 

“The bigger question is whether this leads to a healthier online ecosystem overall. Social media can be valuable. It can connect people, build communities and support creativity. But those benefits have too often been overshadowed by misinformation, harmful content and anonymous abuse.” 

“My hope is that the growing and necessary movement to protect children and young people forces a wider reset – one that leads to safer, more accountable platforms for everyone.” 

For a useful summary of the UK Government’s proposals, click here.