18/06/2026
“Stare at a wall.”
That was one teenager's response during a BBC interview when asked what she'd do if the UK introduced a social media ban for under-16s.
But other than simply leaving teenagers to watch paint dry, such a ban would shake things up for marketers. For years, brands have targeted children from the age of 13 through social media ads – and the audience is huge.
More than 90% of 13–15-year-olds use social media, with the heaviest users spending almost four hours a day scrolling. It's an audience shaped by trends, recommendations and cultural moments. Many are beginning to earn their own money and are looking for ways to spend it, making them influential consumers across beauty, gaming, food and fashion.
So with social media out of the question, and fewer young people watching live TV, buying magazines or engaging with traditional advertising, where do brands go next to reach the next generation?
Parents and grandparents may become more important gatekeepers when brands can no longer reach young people directly. Content strategies will need to evolve, and compliance requirements will become even more critical.
While the safety benefits of a ban could be significant, the marketing implications may be just as fascinating.
One thing's for certain: the way brands build awareness with young audiences is changing.
