Following the landmark announcement by the UK government on 15 June to ban social media platforms for children under the age of 16 (slated for full implementation by early 2027), the marketing landscape is shifting dramatically.
Platforms such as TikTok, Snapchat, Instagram, Facebook and even YouTube will be legally blocked from serving under-16s by spring 2027. While social media heavyweights like Meta have heavily criticised the decision, the Government state 90% of UK parents supported the ban during the initial consultation phases.
While a total ban seeks a safe online environment for children, kid-focused industry specialists such as SuperAwesome have suggested pure prohibition leaves a gap. They argue young people still need to develop digital literacy – a digital “green cross code” – to safely navigate an increasingly connected world.
For brands, the challenge is no longer just “how do we reach under-16s?” but rather “how do we market to children safely, transparently, and responsibly while supporting their digital literacy?”
Some businesses may even be asking: Should we be marketing directly to children in the first place?
What does ethical marketing to children look like?
At And Marketing, we align with the highest ethical standards. We selectively partner with businesses committed to doing right by younger audiences. We believe ethical marketing starts with:
- Adopting best practice: ‘Kidfluencer’ and child-focused agencies like SuperAwesome and KidsKnowBest have spent years refining engagement models for global giants like Disney and Mattel. They have proven that brands can build meaningful connections without compromising safety or privacy. By observing and adopting these industry standards, SMEs can build ethical frameworks based on their shared insights.
- Listening to children: As with any marketing, to truly understand what children value and what content will resonate, we first need to listen to them. True engagement comes from privacy-compliant, first-hand research, rather than relying on tracking metrics.
- Fostering conversations with a parent or guardian: In a post-ban environment, the “blocked” child is a missed opportunity. Instead, responsible brands have a clear opportunity to foster content that encourages dialogue between a child and their parent or guardian. Whether through co-viewing experiences or shared digital activities, we should aim to build campaigns that exist within the family unit, strengthening those bonds rather than circumventing them.
Marketing for children
With the social media ban in force from 2027, businesses should look to move away from unregulated social media platforms towards closed, compliant areas safely designated for children, such as kid-safe gaming platforms and vetted audio content (like Fun Kids Radio).
By focusing marketing efforts on parents or guardians instead of children, brands can ensure their messaging is not only compliant with new regulations but is actively supportive of children’s digital safety and development.
At And Marketing, we empower small businesses to think like industry leaders. You do not need a Disney-sized budget to implement ethical practices; you need tailored, tangible solutions that build genuine, long-term trust with families.
Don’t let the 2027 regulatory shift catch you off guard. We can help you audit your engagement strategy, whilst ensuring tangible results and the highest ethical standards.
Digital Marketing Executive at And Marketing, Abigail has over 8 years of experience across the marketing, publishing and education sectors. Her expertise is in social media marketing, copywriting and end-to-end brand management, with a track record of success in delivering engaging campaigns with strong ROI.
