Social media is an essentialcomponentof many companies’marketingstrategies. European brands spendan estimated €35.5 billion($40.4 billion)a yearonsocial mediaadvertising, according toIAB Europe’sAdExBenchmark Report.Asgovernmentsacross the continent move to restrict younger audiences’ access to these platforms,marketers are being forced to rethink their approach.
France is set to become the first European country to implement an age restriction, when its social media ban comes into force for under 15s on Sept. 1. A continent-wide ban could follow.European Commission President Ursula von der Leyen has pledged to introduce EU-wide restrictions, while10 EU countriesare drafting their ownsocial mediabans,including Greece, Sweden, Portugal, and Spain.
The U.K. has outlinedits ownplans to prohibit social media access for under-16sin July. In response, brands are expected to cut digital advertising spending by £1.3 billion($1.7 billion), according to analysts at eMarketer.
The commercial weight social media channels carry with young consumers is considerable. More than half (54%) of 12- to 15-year-olds in the U.K. findnew itemsthey want to buy through social media, according to audience research company GWI. A further 24% watched an unboxing or product review video in the past week.Companies in the food and drink, toys, fashion, and beautysectors are expected to be mostimpactedby the changes.
“Youth-facing strategies built entirely around social feeds were always more exposed to regulatory risk,” says Rachel Aldighieri, CEO of the U.K. Data & Marketing Association. The association has seen an influx of questions from companies in the entertainment, gaming, retail, fast-moving consumer goods, sport, education, and charity sectors, she adds.
Brands in these categories are now being forced to rethink how they build awareness with young consumers at a time when many aredoubling down on social mediarather than pulling back.
Unilever has previously said it is committed to spending50% of its digital media budget on social and creator marketing. L’Oréal has been steadily shifting spend away from traditional advertising toward influencer-led content, most visibly through its “Beauty Squad” of creator ambassadors. Lego hasfound successmarketing specificallyonTikTok and YouTube.
Beyond the feed
If younger audiences become harder to reach through traditional platforms, brands will need to rethink where they invest.“It’s more likely advertisers will reallocatespendrather than simply reduce it,”Aldighierisays.
Streaming services are predicted to be one of the biggest beneficiaries, as businesses seek to redistribute their advertising budgets.Aldighieriexpects companies to spread their budgets across family and household marketing, gaming, retail media, experiential activity, and loyalty programs to build direct relationships with parents and adult customers.But she cautions: “It’s really too early to understand the impact in full.”
Marcela Melero, chief growth marketing officer at Dove, views the ban as a reminder that platforms are temporary and audiences are permanent. The brand is already testing newer channelssuch asSubstack and WhatsApp as part of itsrevised approach.
Both happen to sit outside thelikely scopeof the bans, which has fueled broader industry speculation that some marketers could try to shift youth-targeted activity into messaging apps once the bans take effect.
However,Aldighieriadvises marketers tobe careful when changingtack. Existing child-data protections, including the U.K.’s GDPR, the Children’s Code,andPECR, already govern how children’s data can be used. This meansthe messaging exemptionisn’ta loophole for reaching under-16s,Aldighieriadds.
“Rather than relying on a handful of channels, we’ll likely see greater focus on gaming, podcasts, retail experiences, sponsorships, and other spaces where young people already spend their time,” says Stephen Taylor, social lead at creative agency Dinosaur. “Youth attention won’t disappear; it will become more fragmented.” Brands that quickly adapt to the changes, he adds, “could establish a significant advantage before those spaces become saturated.”
Influencer marketing will evolve, too. Taylor predicts fewer one-off campaigns chasing reach, and more long-term creator partnershipsthat will bejudged onsales and retention rather than likes and views. He thinks the shift could push the industry toward healthier habits. “Fewer opportunities to chase viral moments could encourage brands to invest in creativity that builds trust,is memorable,and delivers long-term value.”
Signs point to acoolingsocial media ad market.Taylorargues it willaccelerate AI assistants replacing social media feeds as the main source of product discovery, with consumers asking chatbots what to buy instead of scrolling for items. The shift is already happening: More than half of consumers (58%) have replaced traditional search engines with generative-AI tools as their go-to for product and service recommendations, according to research by Capgemini.
Platforms in the crosshairs
The socialmedia bans land at an already fragile moment for Snapchat. The number of daily users on Snapchat dropped by 1 million in the EU between Q4 2025 and Q1 2026. Global daily users had already dipped from 477 million to 474 million the quarter before. Stripping out an entire age cohort in markets where usage is already contracting adds a further layer of uncertainty.
Ronan Harris, Snap’s president for EMEA, is reluctant to forecast theban’scommercial hit. “It’s difficult to predict because we don’t know what the law is yet,” he tells Fortune. “People say social media, but what does that actually mean? How will it be decided which specific platforms are in and out of scope, and how will governments avoid a Whac-a-Mole problem as children migrate to the darker, unregulated areas of the internet? That scares me.”
Harris pushes back on the “doom-scrolling caricature” of social media apps. Around 80% of Snapchat’s audience is over 18, he says, and across 25 countries, 75% of 13-to34-year-oldsopen the app daily; most, he insists, message close friends and family rather than consume an endless feed.
“Researchshowscommunicating with your friends is positive for mental health,” he says. “We’d love to think there’s a way of protecting some of those behaviors that enhance young people’s lives, rather than removing them.”
Studiesshowsocial media raises children’s risk of depression and behavioral problems. Proponents of the ban argue that the mental health risks to children are a consequence of platformsfailing to maketheir own products safer. Harrisdoesn’tdispute the underlying goal of protectingchildren, but he questions the effectiveness of an outright ban. “It seems like a very simple solution to a very complex problem,” he says.
In Australia, tech-savvy teenagers are already finding ways to circumvent the social media banthrough the use ofVPNs—which allow people to hide their location. As a result, U.K. policymakers are considering whether to also introduce age restrictions on VPN usage.
France’s social media ban is set to take effect fromSeptember,and a potential U.K. ban is slated for spring 2027—giving platformsand brandsa matter of months to prepare. Harris admits the timeline is a challenge. “Doing bad regulation is worse than doing nothing,” he says. “It’s better to wait a little bit and get it absolutely right.”
