By Charles Lee Mathews. Australia has become the first country to legislate a social media ban for teenagers under 16, sparking a growing global trend. In the US, a wave of state-level measures is taking shape, with around 50 bills passed to curb children’s unsupervised online activity.
A paradigm shift for advertisers
Melanie Campbell, group managing director at RAPT, calls this a “paradigm shift” that will force advertisers to rethink audience engagement. “Brands relying on social media to reach younger demographics must recalibrate. The days of hyper-targeted campaigns on TikTok, Instagram, and Snapchat may be numbered.”
Celia Collins, senior vice president at Publicis Media, agrees. “Media planning must evolve, with alternative channels taking priority. We anticipate a shift towards gaming, streaming platforms, and influencer partnerships outside social media.”
“Age restrictions on social media platforms would force brands targeting younger demographics to rethink their media strategies, says Melody Maker, digital strategy partner at M&C Saatchi Abel.
She says that with limited access to traditional social platforms, brands may need to reallocate their budgets toward streaming platforms (think YouTube, Showmax, Twitch); gaming ecosystems (like Fortnite and Roblox; influencer marketing and alternative social platforms like WhatsApp, Discord, and Telegram. Maker says experiential marketing will flourish. “Real-world activations, school programmes, and community-driven events could regain importance,” she says.
A global shift in regulation
Indonesia is drafting laws to protect minors from “physical, mental, or moral perils”. The UK is considering a social media ban for under-16s, while Norway plans to raise the minimum age from 13 to 15. France has already restricted under-15s from accessing online services without parental permission.
These restrictions will limit media agencies’ access to first-party data from younger audiences. “Many brands already avoid directly targeting minors,” says Campbell. “A broader targeting approach will rely on contextual advertising and parental engagement.”
Collins notes the role of data strategies. “First-party data will be crucial. Brands must strengthen direct consumer relationships through apps, email marketing, and loyalty programs while leveraging third-party data and AI-driven analytics.”
“If social media bans for minors become a global norm, platforms may be forced to develop age-gated experiences similar to YouTube Kids. This could create two-tiered content ecosystems, where brands must develop separate strategies for youth and adult audiences,” says Maker, who adds: “For a mobile-first country like South Africa, this would pose unique challenges, as many young people rely on social media for education, entertainment, and peer connection.”
Campbell agrees child-friendly versions of platforms may become more common: “Stricter age verification may become mandatory.” She also heeds heightened regulatory scrutiny. “Global brands must navigate diverse compliance frameworks, much like adapting to GDPR in Europe. Agencies will need region-specific media strategies.”
Reallocating media spend
With social media’s decline as a primary engagement channel, advertisers must rethink their media mix. “Traditional media like TV, radio, and out-of-home (OOH) may regain relevance,” says Campbell. “But digital-first environments, such as gaming and streaming, will absorb much of the reallocated budget.”
Collins highlights YouTube, Netflix ads, Twitch, and Spotify as key beneficiaries. “Younger audiences still consume content on these platforms, but with different advertising models. Brands must learn how to integrate their messaging effectively.”
The evolution of influencer marketing
Influencer marketing must adapt, too. “Collaborations may shift to alternative platforms like Discord or emerging social networks,” says Collins. “Gaming influencers and YouTube creators will become even more vital for brand connections with younger audiences.”
Campbell predicts a rise in experiential marketing and AI-driven content. “Brands will invest in immersive experiences beyond social media, such as gamified advertising, interactive storytelling, and digital brand activations.”
Next steps for media agencies
To mitigate the impact of social media bans, brands must act now. “Diversification is key,” says Campbell. “Investing in alternative digital platforms, direct consumer engagement, and emerging media channels will ensure long-term resilience.”
Collins favours an owned-media-first approach. “Websites, apps, and email newsletters will become primary consumer touchpoints. First-party data collection, in-app advertising, and digital video strategies must be priorities.”
Both experts agree: agility, creativity, and future-forward thinking are essential. “Media agencies must stay ahead of regulatory shifts and technological change,” says Campbell. “Those who innovate beyond social media will thrive in this new landscape.”
Future-Proof Media Strategy
To mitigate the risks of similar social media bans Melody Maker advises that brands and media agencies should:
- Diversify digital investments beyond traditional social platforms.
- Enhance first-party data collection through interactive websites, loyalty programs, and email engagement.
- Explore alternative digital spaces like gaming, OTT streaming, and community-led engagement.
- Invest in real-world engagement through event sponsorships, activations, and grassroots initiatives.
Charles Lee Mathews is a senior editor to MarkLives MEDIA and a senior writer MarkLives.com, as well as co-founder of The Writers, a writing consultancy.
