The European Commission has announced plans to prepare legislation that will prohibit access to social networks for children under 13 years old across the entire European Union. Commission President Ursula von der Leyen will present the draft in autumn 2025 — the decision was made following the publication of a report by an expert group on child safety online. At least 10 EU countries have already announced national restrictions: France is planning to ban users under 15 years old, Spain — under 16 years old, and Greece is introducing an age barrier starting January 1, 2027.
Why the EU is restricting children's access to social networks
An expert group led by German psychiatrist Jörg Fegert and French epidemiologist Maria Melchior identified the period of 10–13 years as an "extremely vulnerable phase" for children's mental health. American research has documented significant harm from social media use at this age — particularly among girls due to body image concerns. The earlier a child starts using platforms, the more powerful the addiction mechanisms become.
The ban applies to the category of "social networks plus" — platforms with algorithmic feeds, infinite scroll, auto-playing video, and push notifications. The restrictions cover not only classic social networks, but also video games with social features, AI chatbots, and other services with similar engagement mechanics.
"The question is not whether children can access social networks. The question is whether and when social networks get access to our children," — Ursula von der Leyen stated.
How regulators are fighting "predatory algorithms"
The European Commission has already filed preliminary charges against Meta and TikTok. Allegations against the owner of Facebook and Instagram were formulated in May 2025, against TikTok — in April. The regulator points to the companies' inability to eliminate the risks of "addictive design" for users. Both platforms have rejected the Commission's findings, and investigations are ongoing.
The investigation highlights problematic features: infinite feed, automatic video playback, personalized content recommendation algorithms, and notification systems. Experts note that the peak vulnerability to mental health problems occurs at ages 13–15 — a period of heightened sensitivity to social comparison, peer evaluation, and fear of exclusion from the group. The risk of developing addictive behavior and emotional disorders persists until age 25, while brain development continues.
Expert recommendations on children's internet use
The group of specialists proposed a phased approach to internet access. For children under three years old, complete avoidance of screens is recommended, except for video calls and viewing family photos. AI toys and voice devices for infants are a particular concern — they create the illusion of responsiveness "without genuine reciprocity and emotional attunement," which a live person provides.
For ages 3–12, experts recommend limited internet use under the supervision of an adult or educator, with gradually decreasing oversight. From age 13, adolescents can gain "developing autonomy" in using age-appropriate and safe platforms — provided that the internet becomes safe by design.
What the ban on child audiences means for brands
Age-related restrictions on social platform access directly impact influencer advertising strategies for brands working with children's and teen products. Changes in audience demographics will require a revision of media plans, adjustment of reach forecasts and KPIs for blogger advertising placements. Brands will face the need to find communication channels through parent audiences, adapt creatives to family viewing context, and strengthen their presence on platforms available for shared use. In such circumstances, working with influencer agencies becomes particularly important — the ETC team helps brands develop a strategy for selecting bloggers taking into account regulatory restrictions, forecast changes in CPM and reach, and organize media buying with new targeting rules in mind.
Global trend toward age restrictions
Australia became the first country in the world to ban social networks for minors — theoretically, users under 16 years old cannot access Facebook, Instagram, YouTube, X, Snapchat, and TikTok. The only EU country to oppose the bans is Estonia. The republic's authorities insist on regulating the platforms themselves, not users, since children will find ways to circumvent any restrictions.
The EU draft law must receive approval from a qualified majority of member states and the European Parliament. Von der Leyen refused to clarify the specific minimum age before the legislation is published, but called the experts' "phased approach" persuasive. One member of the group noted the lack of sufficient data to determine an exact threshold: "Is it harmful before age 14, 15, or 16? There are harmful features for adults too."
Frequently asked questions
When will social networks be banned for children in the EU
The European Commission will present a draft law banning social networks for children under 13 years old in autumn 2025. After that, the document must be approved by a qualified majority of EU countries and the European Parliament — specific timelines for implementation have not yet been announced.
Which social networks will fall under the ban for children in Europe
Restrictions will affect all platforms in the "social networks plus" category — those with algorithmic feeds, infinite scroll, content personalization, and push notifications. This includes classic social networks, video games with social features, and AI chatbots with similar engagement mechanics.
How will the ban on child audiences impact blogger advertising
Brands working with children's and teen products will face changes in influencer audience demographics and the need to adjust media plans. There will be a need to shift focus to parent audiences, revise reach forecasts and KPIs, adapt creatives to family viewing context, and find new communication channels through influencers working with permitted age groups.
In brief
- The European Commission is preparing legislation to ban social networks for children under 13 years old — the draft will be presented in autumn 2025.
- At least 10 EU countries have already announced national restrictions with age thresholds ranging from 13 to 16 years old.
- The ban covers platforms with algorithmic feeds, infinite scroll, auto-playing video, and content personalization.
- The European Commission has filed charges against Meta and TikTok for "addictive design" — investigations are ongoing.
- Experts identify ages 10–13 as a period of maximum vulnerability of children's mental health to social media impact.
- Brands will face the need to revise influencer advertising strategies, shift focus to parent audiences, and adjust media plans in light of new restrictions.
* Instagram and Facebook are owned by Meta, recognized as an extremist organization; its activities are prohibited in the Russian Federation.
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