UK under 16s social media ban: Adland reactions

“This is indeed a landmark moment, and a legacy Kier hopes to leave, regardless of whether he stays or goes.

“The public has spoken, and when 116,000 respondents from industry, parents and young people responded, an overwhelming 90% backed a ban on social media access for those under 16.

“The government is doing what all democratically elected governments should: responding to public input and beginning to remedy the situation in line with the 9/10 of the public’s wishes.

“Interestingly, there seems to be little detail. While platforms like Snapchat, TikTok, YouTube, Instagram, Facebook and X will be included in the ban, the messaging services WhatsApp and Signal will not. The devil is now in the detail, and all will patiently anticipate that detail.

“The impact could be seismic, and many brands that advertise on all these platforms to younger users will no longer bother. This may cause platforms to diversify or fail, significantly impacting marketing budgets and the industry.

“However, one could argue that brands and agencies could have acted more responsibly before the need for a ban and social media platforms could have adapted to create less addictive platforms and restrict access to unacceptable content and users.

“Protecting our young people in society is never in question. However, does this go far enough to stop the manner in which social media enables access to harmful content, addiction that impacts mental health and exploitation of our young people?

“It may help create a greater barrier but remains inconclusive as a permanent solution.”