Lawmakers in the US are stepping up social media regulations aimed at protecting minors. Phone bans, age verification, and limits on targeting reduce risks for kids, but squeeze reach and ad efficiency for marketers reliant on teen audiences.

Key Question: How will legislation and regulation geared toward restricting minors’ access to and usage of social media impact marketers in the US this year?

Key Stat: A nationwide classroom ban of mobile phones in the US would cause TikTok to lose out on $1.25 billion in ad revenues this year, per our analysis, since it would limit advertisers’ ability to reach kids and teenagers.