The news: The European Union is moving toward tougher limits on youth social media access following a report that found Meta violated EU law with its “addictive” designs. In a statement on Monday, European Commission president Ursula von der Leyen said she backs age-based restrictions, adding that “the question is no longer if children face risks online, but what can we do to give children a safer start online.”

The Commission is expected to propose legislation after the summer that could restrict access for children under 13 and create a more gradual, safety-based path to social media use for older teens. Any EU-wide rules would still need approval from the European Parliament and member states.

The report is a major step in a global wave of litigation regarding addictive designs. Regulators found Meta in breach of the Digital Services Act, citing Facebook and Instagram features such as autoplay and infinite scroll—features that are central to how social platforms keep users engaged and shape long-term usage habits. Potential penalties could force Meta to offer less addictive versions of its platforms in Europe.

EMARKETER senior analyst Minda Smiley said that the anticipated legislation “is the latest signal that momentum for social media bans will keep building globally.”

Zooming out: Australia’s landmark social media ban for under-16s triggered a wave of similar proposals worldwide.

• The UK passed a youth social media ban for under 16s in June, with plans for full enforcement by spring 2027. Canada also proposed a similar bill in June, which would restrict users under 16 from having accounts.
• The US House of Representatives moved to advance the Kids Online Safety Act in June, which would implement several safeguards to protect minors online—an effort bolstered by public opinion.
• Meta is a major target of this crackdown: It currently faces up to $1.4 trillion in fines from lawsuits, and a March ruling found it failed to warn users about addictive features.

Though Australia has struggled to enforce its ban, persistent regulation “speaks to the fact that lawmakers and regulators seem willing to navigate the complexities and imperfections that come with enforcement,” Smiley said.

Implications for marketers: Youth social media restrictions could make it harder for brands to build early relationships with future consumers on platforms like Meta. Marketers that rely on social platforms to shape habits and brand preferences among younger audiences may need to shift more investment toward youth-safe channels that can build awareness before those consumers age into core buyer segments.

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