Europe is implementing social media bans targeting young users, with France set to become the first European country to restrict access for under-15s starting September 1, followed by the UK for under-16s in spring 2027. European brands currently spend an estimated €35.5 billion annually on social media advertising, but analysts at eMarketer expect a £1.3 billion cut to digital advertising budgets in response. More than half of British 12- to 15-year-olds discover products through social media, making the adaptation critical for sectors in food, toys, fashion, and beauty most exposed to these changes. Snapchat has already lost 1 million daily users in the EU between Q4 2025 and Q1 2026, illustrating platforms’ struggles amid uncertain regulatory conditions. Brands are expected to reallocate spending toward streaming services, gaming, retail media, and creator partnerships focused on measurable outcomes rather than reach metrics.
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