The news: The majority of US adults support social media bans for children under 16, according to a recent Pew Research Center survey. The findings come as global regulations aiming to restrict social media access for children mount.

• 56% of US adults voiced support for social media bans for under-16s; only about one in five adults (21%) were against bans.
• All age groups surveyed were more likely to support a ban than they were to be against one; that was especially true for adults ages 30 to 49, of whom 63% were in support.
• The same sentiment extends across political party lines. Republicans (59%) slightly edged out Democrats (54%) in support for social media bans.
• Support has also grown since 2023 for related measures, including parental consent requirements, age verification, and limits on how much time minors can spend on social media.

The trend: Social media regulations are gaining traction globally, emboldened by public support.

• Australia set the stage when it passed a landmark legislation cutting off social media access to users under 16 in January.
• The UK recently passed a youth social media ban for under 16s, with plans to implement the first regulations by the end of 2026 and pursue full enforcement by spring 2027.
• Canada joined the pack in June when it proposed the Safe Social Media Act, a move that aims to restrict users under 16 from having social media accounts; platforms can also opt in to offer youth accounts if they uphold strict guidelines.
• Various US states are pushing for a youth social media ban. New York maintains regulations like the SAFE for Kids Act, while California has the Protecting Our Kids from Social Media Addiction Act.
• The US House of Representatives announced a deal at the end of June to advance the Kids Online Safety Act, which would require various safeguards to keep minors safe online.

Implications for marketers: Widespread support for social media bans, combined with heightened global scrutiny, means restrictions are likely to continue. For marketers, that greatly increases the risk for youth-centric campaign plans.

Media diversification is increasingly necessary. Marketers must respond to mounting demands by rethinking strategies that balance reach across more youth-safe channels and opportunities, such as context-based web campaigns and offline formats, to protect their image and avoid association with platforms accused of harming children’s mental health.

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