The news: Autoplay is becoming a target for social media regulators, putting a source of engagement at risk.

• California legislators passed new restrictions on teens’ social media use Monday, including a ban on “addictive” features like autoplay and algorithmically curated feeds for users under 16.
• The law does not give parents the option to approve access to these features on teen accounts.
• The law must now be approved by California’s governor, Gavin Newsom, who has shown support for restrictions of teens’ social media access.

The news comes a week after Meta settled claims from 47 states that its platforms use addictive designs that harm children.

Why it matters: If enacted, California’s new restrictions could create challenges for marketers trying to engage younger demographics.

Concessions in Meta’s August settlement largely target when and how long teens use Instagram and Facebook, but stopped short of fundamental design changes. Restrictions include a two-hour daily limit—more than we forecast teens are spending on Meta platforms—and disabled notifications from 10pm to 7am.

California’s proposal goes further by targeting features that directly drive engagement, which could have downstream effects on social video consumption and advertising.

• Banning autoplay may make platforms a healthier environment for teens by removing a feature associated with compulsive use. But for marketers, it means reduced video consumption and ad value.
• Lower consumption will mean fewer opportunities for marketers to reach younger demographics. A smaller pool of effective inventory, meanwhile, could increase competition—and potentially prices—for the impressions that remain.

Implications for marketers: Marketing strategies that rely on autoplay may lose relevance as the feature faces heightened regulatory scrutiny. Marketers looking to build brand affinity with the younger audiences who represent future consumers should rethink social video campaigns now before autoplay restrictions become more widespread.

Reduced engagement from autoplay bans mean marketers need to maximize the value of each individual impression. That could mean designing videos around strong thumbnails, recognizable branding, and clear calls to action that give users a reason to press play.

Video ads should deliver their key message within the first few seconds to make each view count as opportunities for passive exposure decline.

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