EU calls for 16+ age limit on AI and social media
With the European Parliament calling for stricter online age rules, platforms may need to rethink how they engage under-16 users
The European Parliament is stepping up pressure on digital platforms by proposing a unified minimum age of 16 for access to AI tools and social media apps across the EU.
The move reflects growing alarm over the mental health impact of online services on children and teens, and could lead to major shifts in how platforms operate and how marketers engage younger audiences.
This article explores the key takeaways from the EU Parliament’s non-binding resolution, its broader implications for digital platforms, and what marketers should watch for next.
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Here is a table of content for quick access:
- What happened: MEPs push for stricter online protections for minors
- Context: rising public pressure to safeguard children online
- What marketers should know
Patrecia Meliana
MEPs push for stricter online protections for minors
On November 26, the European Parliament approved a non-legislative resolution urging all EU member states to implement a minimum digital age of 16 for access to social media, video-sharing platforms, and AI-powered tools such as chatbots and digital companions.
The resolution passed with overwhelming support, with 483 votes in favor and 92 against, reflecting a strong political will to take unified action on digital child protection. While the resolution does not carry legal weight, it sets a clear political tone that could influence future legislation and increase enforcement under the EU’s Digital Services Act (DSA).
Key proposals include:
- Setting a default minimum age of 16, with access allowed for 13 to 16-year-olds only with verified parental consent
- Banning engagement-based recommendation algorithms and loot boxes for minors
- Cracking down on addictive design features like infinite scroll, autoplay, and reward loops
- Holding senior tech executives personally liable for repeated non-compliance
- Developing accurate and privacy-preserving age verification technologies
- Regulating AI tools that enable deepfakes or nudity-based content
These recommendations follow mounting evidence that digital platforms are contributing to poor mental health outcomes in minors. The resolution highlights that one in four young users displays addictive or dysfunctional smartphone behavior, while 97% of European youth go online daily.
Patrecia Meliana
Rising public pressure to safeguard children online
Public support for regulation is high. According to the 2025 Eurobarometer survey cited in the resolution, over 90% of Europeans agree that stronger online protections for minors are urgently needed. Concerns include the mental health effects of social media, rising cyberbullying, and the spread of age-inappropriate content.
Some EU countries are already moving independently on this front, with national efforts around age verification and content moderation. The European Parliament’s resolution seeks to unify these efforts and apply them consistently across the bloc.
Importantly, the resolution also backs the development of EU-wide tools like the European Digital Identity (eID) wallet, which could serve as a framework for trusted age verification systems. MEPs emphasized that these systems must protect privacy and not absolve platforms from designing safer, age-appropriate products.
Patrecia Meliana
What marketers should know
Europe’s proposed rules could influence how platforms operate globally. For marketers, this means a possible shift in audience access, platform functionality, and compliance expectations. Here’s how to stay ahead.
1. Platform safety is now a brand reputation issue
Brands targeting teens or relying on youth engagement will need to reassess how they market and where. Platforms may soon enforce stricter controls that limit access to under-16 audiences, reduce algorithmic amplification, or remove features considered addictive. Marketers should ensure that campaigns align with age-appropriate standards and are prepared to adapt to feature changes or content restrictions.
2. Age verification could change personalization strategies
If EU-level age verification becomes standardized, it could restrict how brands personalize experiences or segment audiences based on age data. Expect changes in ad targeting practices and more stringent consent flows for teen audiences. Early adaptation to age-gating infrastructure like the eID could help marketers retain access to youth demographics while maintaining compliance.
3. Generative AI faces increased scrutiny
From deepfake content to AI-generated avatars, tools powered by generative AI are on the EU’s radar. If your brand uses these technologies in campaigns or community interactions, especially those targeting younger audiences, expect tighter restrictions. Transparency, consent, and ethical use will become non-negotiable for marketers leveraging AI tools.
While this resolution is not yet law, it lays the groundwork for future binding legislation that platforms and marketers cannot afford to ignore.
The Digital Fairness Act, upcoming updates to the DSA, and other AI-specific frameworks are likely to adopt similar themes of child safety, algorithm transparency, and ethical design.
Marketers should treat this not as a warning but as an early signal. As Europe sets the tone on digital regulation, global platforms may preemptively apply similar protections elsewhere to simplify compliance. Proactively aligning campaigns, partnerships, and audience strategies with these expectations will help brands maintain trust and flexibility as the rules evolve.
