The trend: Age verification is becoming the default rule for online platforms. The UK’s Online Safety Act, which took effect last week, forces companies like Facebook, Tinder, Reddit, Pornhub, and X to verify users’ ages or face fines of up to £18 million ($23 million) or 10% of global revenue. 

Roblox rolled out selfie-based ID checks and stricter teen safety tools, while California’s SB 976 restricts “addictive feeds” for minors, marking the first time a US state has taken aim at recommendation algorithms.

The gates are closing in: The EU’s Digital Services Act (DSA) is testing an age-verification app to shield young users. In the US, the Supreme Court upheld Texas’ law requiring adult sites to verify all visitors. These regulations will challenge marketing teams.

• Age-gating is shrinking communication channels and limiting ad targeting for younger users. Reaching teen audiences will come with more friction. 
• Privacy concerns around ID checks could escalate reputational risks for brands relying on third-party data or platforms with weak compliance practices.

The burden of proof: With communication channels narrowing, ad targeting for minors will face new barriers. Campaigns that once relied on simple engagement now require verified connections and stricter compliance with platform and government rules.

But ID checks and biometric data create another layer for reputational risk, especially if platforms or third-party providers mishandle sensitive information. 

Marketers will need to vet partners for compliance and data security, ensuring campaigns don’t fall afoul of consumer trust or regulatory scrutiny. This could add to budget costs and time spent on campaigns.

Our take: Marketers looking at age-verified platforms now require brand-safe creative and parent-friendly messaging to maintain access to Gen Z and Gen Alpha. Marketers adapting early will more easily navigate rising privacy risks and regulatory hurdles, while laggards risk losing both audience trust and reach.

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