EU bans on under‑15 social media reshape advertising strategies

European governments are preparing to bar children under 15 from most social‑media platforms. France will be the first to enforce the ban on September 1, and the European Commission president, Ursula von der Leyen, has promised EU‑wide restrictions. Ten other EU states – including Greece, Sweden, Portugal and Spain – are drafting similar measures, while the United Kingdom plans a ban for under‑16s in July.

Analysts expect advertisers to cut digital‑media spending by roughly €1.3 billion as a result. Sectors such as food and drink, toys, fashion and beauty are expected to feel the greatest impact. Companies like Unilever, L’Oréal and Lego, which have relied heavily on influencer‑led content, will need to find new channels to reach young consumers. “Youth‑facing strategies built entirely around social feeds were always more exposed to regulatory risk,” said Rachel Aldighieri, CEO of the UK Data & Marketing Association.