EU youth social media bans push brands to overhaul marketing to younger shoppers

Governments across Europe are preparing to prohibit minors under 15-16 from accessing major social networks, starting with France’s September 1 ban and followed by proposals in Greece, Sweden, Portugal, Spain and the United Kingdom. Ursula von der Leyen has pledged continent-wide restrictions, prompting analysts to forecast a £1.3 billion reduction in social-media advertising spend. Brands in sectors such as food, toys, fashion and beauty, which depend heavily on youth engagement, must now consider reallocating budgets toward streaming services, gaming, retail media and direct parent outreach.

Industry voices warn that while the shift may reduce overall spend, advertisers will likely diversify into channels where young people already spend time, including podcasts and experiential events. Some firms, like Dove, are testing messaging platforms that fall outside the bans, but existing child-data protections limit how these can be used. The changes arrive as platforms like Snapchat already face declining user numbers in the EU, adding uncertainty to their commercial outlook.