UK social media ban ‘likely to cause £1.3bn drop’ in digital advertising spend
The UK's upcoming social media ban for under-16s is expected to cause a £1.3 billion decline in digital advertising spending by 2027. Advertisers are shifting their focus toward streaming services and family-oriented media to reach younger demographics.
Why it matters
The ban forces a significant structural shift in the digital advertising market, impacting both platform revenue and marketing strategies.
Research by Beano Brain, the kids and family research agency, found that among seven- to 14-year-olds a third said YouTube ads and YouTubers were how they found out about things they wanted to buy. Photograph: Hollie Adams/Reuters View image in fullscreen Research by Beano Brain, the kids and family research agency, found that among seven- to 14-year-olds a third said YouTube ads and YouTubers were how they found out about things they wanted to buy. Photograph: Hollie Adams/Reuters Advertising UK social media ban ‘likely to cause £1.3bn drop’ in digital advertising spend TV streamers and family shows set to benefit as brands cease marketing to teenagers on sites such as YouTube
The article relies on market research and analyst forecasts to explain the economic impact of a policy change.
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