Key facts
- The UK government plans to ban under-16s from accessing platforms including TikTok, Instagram, Snapchat, Facebook, and YouTube.
- Restrictions will also be placed on livestreaming, contact from strangers, and certain AI-powered features.
- TikTok's UK advertising revenue has grown 40% year-on-year.
- Brands are increasing their advertising spend on TikTok.
- TikTok stated it would comply with the proposed legislation but called for consistent regulation across the sector.
The UK government has announced plans to ban individuals under the age of 16 from accessing social media platforms including TikTok, Instagram, Snapchat, Facebook, and YouTube. The proposed legislation, confirmed by Keir Starmer, also includes restrictions on livestreaming, contact from strangers, and certain AI-powered features.
TikTok stated its intention to comply with the government's directive but cautioned that any regulations should be applied uniformly across the digital sector to prevent users from migrating to less regulated online spaces. Kris Boger, TikTok's UK head of sales, emphasized the need for consistent application of rules to protect younger users.
This regulatory move comes as TikTok has been actively repositioning itself as a significant retail and advertising platform, experiencing substantial growth in its UK ad business with a 40% year-on-year increase in revenue. Brands have been escalating their spending on the platform, anticipating a record trading period. Boger highlighted TikTok's evolution into a "full-funnel marketing platform," noting a 47% rise in search activity and a 50% surge in TikTok Shop sales during the previous Black Friday and Cyber Monday period.
With over 40 million monthly users in the UK, TikTok has seen a shift in user behavior towards more active engagement, including increased product searches. This has attracted larger marketing budgets from retailers and consumer brands seeking measurable sales results. The platform is also investing in the creator economy, evidenced by partnerships like the one with Visa for a creator debit card and its designation as FIFA's preferred video platform for the 2026 World Cup.