The UK Government announced that social media will be banned for under-16s from Spring 2027. If you are unsure what the impact of this is going to be on your business, we are here to help. We have put together a guide to what the social media ban is, which platforms are going to be affected, the possible impacts for businesses and what you can do to get ahead.
What is the UK Social Media Ban?
The social media ban is a plan to restrict under-16s from accessing social media platforms “whose purpose is to enable social interaction and which allow users to post material, alongside algorithms” from early 2027. Additionally, 16 and 17 year olds will have default restrictions on social media apps. Other measures such as overnight curfews and infinite scrolling are currently being looked into and further information is expected to be released in July.
There has been growing concern over the impact that social media has on childhood including access to harmful content, teen mental health and attention spans. According to government figures, 90% of parents who responded to the consultation backed an under 16s ban. Ofcom report that 79% of children aged 3-17 have a social media account in the UK with YouTube the most popular platform followed by Tiktok, Instagram and Snapchat. This has been increasing steadily over the past 5 years along with mobile phone ownership.
We are waiting to hear how the ban will work in practice but the regulations will require social media platforms to verify the age of users through “highly effective age assurance”. In Australia, this has varied through the use of behaviour-based age assurance technologies, age estimation based on content interaction or providing selfies as proof of age.
Which Platforms are Affected by the Social Media Ban?
The platforms included in the Government’s plan for the social media ban are:
- Snapchat
- TikTok
- YouTube
- X (formerly Twitter)
Other platforms such as Threads, Reddit and Twitch have not been specifically outlined, however they have been included in the recent ban in Australia. There are plans to restrict livestreaming and stranger communication features within other online platforms including other services or gaming platforms.
The restrictions are not expected to cover YouTube Kids or messaging services such as WhatsApp or Signal.
How Might the Social Media Ban Affect My Business?
If your business’s customer base is predominantly younger users, you may be affected by the restrictions being introduced. You may lose followers as teen accounts are removed and reach and engagement may be impacted. This is especially the case for the fashion, gaming and social entertainment sectors where young people typically spend their money.
However, for businesses where under-16s make up a small percentage of followers and are not your target audience, you are unlikely to see big shifts on social media platforms. You may even see an increase in engagement as your content is pushed to a more relevant audience.
In Australia, businesses have been encouraged to move to email marketing and localised SEO to continue direct communication with their customers. Early indications are that the social media ban is having a positive impact for some under 16s with parents reporting kids spending less time on mobile devices and this has brought digital safety conversations to the forefront. However, there are reports that it has been easy to get around age verification.
Those that have been significantly impacted are teenage entrepreneurs and influencers who have relied on social media to create community or educational content on YouTube feel unfairly penalised.
What Can I Do to Prepare for the Social Media Ban?
Preparing early means you can build the digital foundations of your business now before the changes take effect.
Create a Social Media Strategy
If you haven’t already, this is a great opportunity to create your social media strategy. Getting clear on who your ideal customer is, where they are digitally and what information they are looking for is a great starting point.
Researching and knowing your audience is one of our top tips when looking at social media marketing for businesses. It sets up which platforms are right for you and the types of content which will help you to reach your business goals.
Diversify Your Content Channels
If your main business channels are social media based, looking at your website and email marketing can be a great way to maintain your customer relationships and brand presence. Young people will still be looking for you online and making sure they find you is key.
Use Quality Content
Good, quality content which speaks directly to your customers is always important when it comes to your digital marketing. Using evergreen content that can be repurposed across multiple channels such as website blogs, social media channels and email marketing is an effective way to maximise the value of your content without starting fresh every time.
What’s Next?
The regulations for the social media ban in the UK including how and when this will work are still being put together. We do know change is coming and we have worked with businesses navigating changes to social media to ensure our clients are ahead of the field.
If you’re thinking you would like help pre-empting changes to social media before the ban, we can help. SEM Consultants are committed to staying ahead of the curve. Our expert team can work with you to get your digital marketing on the front foot. Get in touch with our team online or by calling 0121 552 6550.
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