{"id":4543,"date":"2026-07-30T12:08:51","date_gmt":"2026-07-30T12:08:51","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=4543"},"modified":"2026-07-30T12:08:51","modified_gmt":"2026-07-30T12:08:51","slug":"europes-social-media-bans-force-businesses-to-rethink-how-they-reach-the-youngest-generation","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=4543","title":{"rendered":"Europe\u2019s social media bans force businesses to rethink how they reach the youngest generation\u00a0"},"content":{"rendered":"
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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 September 1. A continent-wide ban could follow.\u00a0European Commission president, Ursula von der Leyen, has pledged to introduce EU-wide restrictions, while\u00a010 EU countries\u00a0are drafting their own\u00a0social media\u00a0bans\u00a0including Greece, Sweden, Portugal, and Spain.\u00a0<\/p>\n

Read more How Washington\u2019s war on \u2018Wall Street landlords\u2019 could backfire on Gen Z renters<\/a><\/p>\n

The U.K. has outlined\u00a0its own\u00a0plans to prohibit social media access for under-16s\u00a0in July. In response, brands are expected to cut digital advertising spending by \u00a31.3 billion\u00a0($1.7 billion), according to analysts at eMarketer.\u00a0\u00a0<\/p>\n

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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. find\u00a0new items\u00a0they 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.\u00a0Companies in the food and drink, toys, fashion, and beauty\u00a0sectors are expected to be most\u00a0impacted\u00a0by the changes.\u00a0\u00a0<\/p>\n

\u201cYouth-facing strategies built entirely around social feeds were always more exposed to regulatory risk,\u201d says Rachel Aldighieri, CEO of the U.K. Data & Marketing Association. The association has had an influx of questions from companies in the entertainment, gaming, retail, fast-moving consumer goods, sport, education, and charity sectors, she adds.\u00a0\u00a0<\/p>\n

Brands in these categories are now being forced to rethink how they build awareness with young consumers at a time when many are\u00a0doubling down on social media\u00a0rather than pulling back.\u00a0\u00a0<\/p>\n

Unilever has previously said it is committed to spending\u00a050% of its digital media budget on social and creator marketing. L\u2019Or\u00e9al has been steadily shifting spend away from traditional advertising toward influencer-led content, most visibly through its \u201cBeauty Squad\u201d of creator ambassadors. Lego has\u00a0found success\u00a0marketing specifically\u00a0on\u00a0TikTok and YouTube.\u00a0\u00a0<\/p>\n

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If younger audiences become harder to reach through traditional platforms, brands will need to rethink where they invest.\u00a0\u201cIt\u2019s more likely advertisers will reallocate\u00a0spend\u00a0rather than simply reduce it,\u201d\u00a0Aldighieri\u00a0says.\u00a0\u00a0<\/p>\n

Streaming services are predicted to be one of the biggest beneficiaries, as businesses seek to redistribute their advertising budgets.\u00a0Aldighieri\u00a0expects 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.\u00a0But she cautions: \u201cIt\u2019s really too early to understand the impact in full.\u201d\u00a0\u00a0<\/p>\n

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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 channels\u00a0such as\u00a0Substack and WhatsApp as part of its\u00a0revised approach.\u00a0\u00a0<\/p>\n

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Both happen to sit outside the\u00a0likely scope\u00a0of 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.\u00a0\u00a0<\/p>\n

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However,\u00a0Aldighieri\u00a0advises marketers to\u00a0be careful when changing\u00a0tack. Existing child-data protections, including the UK\u2019s GDPR, the Children\u2019s Code,\u00a0and\u00a0PECR, already govern how children\u2019s data can be used. This means\u00a0the messaging exemption\u00a0isn\u2019t\u00a0a loophole for reaching under-16s,\u00a0Aldighieri\u00a0adds.\u00a0\u00a0<\/p>\n

Read more \u2018Am I paying for the vibes?\u2019 Gen Z says it hates capitalism, but their spending patterns show they just don\u2019t like being ripped off<\/a><\/p>\n

\u201cRather than relying on a handful of channels, we\u2019ll likely see greater focus on gaming, podcasts, retail experiences, sponsorships, and other spaces where young people already spend their time,\u201d says Stephen Taylor, social lead at creative agency Dinosaur. \u201cYouth attention won\u2019t disappear; it will become more fragmented.\u201d Brands that quickly adapt to the changes, he adds, \u201ccould establish a significant advantage before those spaces become saturated.\u201d\u00a0\u00a0\u00a0<\/p>\n

Influencer marketing will evolve too. Taylor predicts fewer one-off campaigns chasing reach, and more long-term creator partnerships\u00a0that will be\u00a0judged on\u00a0sales and retention rather than likes and views. He thinks the shift could push the industry toward healthier habits. \u201cFewer opportunities to chase viral moments could encourage brands to invest in creativity that builds trust,\u00a0is memorable,\u00a0and delivers long-term value.\u201d\u00a0<\/p>\n

Signs point to a\u00a0cooling\u00a0social media ad market.\u00a0Taylor\u00a0argues it will\u00a0accelerate 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.\u00a0<\/p>\n

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The platforms in the crosshairs\u00a0\u00a0<\/h2>\n

The social\u00a0media 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.\u00a0\u00a0<\/p>\n

Ronan Harris, Snap\u2019s president for EMEA, is reluctant to forecast the\u00a0ban\u2019s\u00a0commercial hit. \u201cIt\u2019s difficult to predict because we don\u2019t know what the law is yet,\u201d he tells Fortune. \u201cPeople 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 whack-a-mole problem as children migrate to the darker, unregulated areas of the internet? That scares me.\u201d\u00a0\u00a0<\/p>\n

Harris pushes back on the \u201cdoom-scrolling caricature\u201d of social media apps. Around 80% of Snapchat\u2019s audience is over 18, he says, and across 25 countries, 75% of 13-\u00a0to\u00a034 year-olds\u00a0open the app daily\u2014most, he insists, message close friends and family rather than consume an endless feed.\u00a0\u00a0\u00a0<\/p>\n

\u201cResearch\u00a0shows\u00a0communicating with your friends is positive for mental health,\u201d he says. \u201cWe\u2019d love to think there\u2019s a way of protecting some of those behaviors that enhance young people\u2019s lives, rather than removing them.\u201d\u00a0\u00a0<\/p>\n

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Studies\u00a0show\u00a0social media raises children\u2019s risk of depression and behavioral problems. Proponents of the ban argue that the mental health risks to children are a consequence of platforms\u00a0failing to make\u00a0their own products safer. Harris\u00a0doesn\u2019t\u00a0dispute the underlying goal of protecting\u00a0children\u00a0but he questions the effectiveness of an outright ban. \u201cIt seems like a very simple solution to a very complex problem,\u201d he says.\u00a0\u00a0<\/p>\n

In Australia, tech-savvy teenagers are already finding ways to circumvent the social media ban\u00a0through the use of\u00a0VPNs\u2014which allow people to hide their location. As a result, U.K. policymakers are considering whether to also introduce age restrictions on VPN usage.\u00a0\u00a0<\/p>\n

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France\u2019s social media ban is set to take effect from\u00a0September\u00a0and a potential U.K. ban is slated for spring 2027\u2014giving platforms\u00a0and brands\u00a0a matter of months to prepare. Harris admits the timeline is a challenge. \u201cDoing bad regulation is worse than doing nothing,\u201d he says. \u201cIt\u2019s better to wait a little bit and get it absolutely right.\u201d\u00a0\u00a0<\/p>\n

Read more Flirting with $5 trillion, Apple has never been more valuable\u2014or a riskier bet for investors<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

As a growing list of European governments move to prohibit young people\u2019s access to social media platforms, brands are racing to adapt.<\/p>\n","protected":false},"author":1,"featured_media":4542,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[126],"tags":[],"class_list":["post-4543","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media"],"yoast_head":"\nEurope\u2019s social media bans force businesses to rethink how they reach the youngest generation\u00a0 - Cross Country Moving Team<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/crosscountrymovingteams.com\/?p=4543\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Europe\u2019s social media bans force businesses to rethink how they reach the youngest generation\u00a0 - 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