UK social media ban ‘likely to cause £1.3bn drop’ in digital advertising spend

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

Brands are expected to cut more than £1bn of digital advertising spending due to the UK’s ban on social media for under-16s, with streaming services tipped to benefit as advertisers try to reach large audiences of teenagers.

The ban, due to come into force early next year, will leave UK advertisers scrambling to reassess marketing plans as millions of under-16s effectively disappear as a demographic that can be marketed to on platforms including Facebook, Instagram, Snapchat and YouTube.