19/06/2026
Will the UK's proposed under-16s social media ban really impact media budgets?
While forecasts suggest a £1.3bn drop in UK digital ad spend, many industry experts believe the effect is more likely to be a redistribution of budgets rather than an overall reduction.
Brands targeting younger audiences still have a range of channels available to reach them, including streaming platforms, gaming, creator partnerships, sport and education-focused environments. As a result, investment is likely to shift towards these channels as marketers adapt their strategies.
The bigger challenge for brands and agencies is understanding how to engage Gen Z and Gen Alpha within an increasingly regulated digital landscape.
It's less about reducing spend and more about following where attention is moving 👀
Need support navigating these changes? Get in touch with our team: https://bit.ly/4ozHxKx