To create safer digital spaces for young users, Instagram recently introduced a new policy that blocks users under 16 from going live unless they have explicit parental consent. The update comes amid growing scrutiny of how social media platforms handle youth engagement, especially as concerns about the mental health and online safety of adolescents reach new heights.
Maintaining a strict age restriction, Snapchat, too, bars users under 13 from accessing the platform.
These events reflect a larger industry shift—one that prioritises responsible platform design and tighter age-related access norms to safeguard minors online. This recalibration by social media platforms is not only a response to regulatory pressure but also to rising public concern.
Marketers are also being asked to step up to ensure that brand content aligns with the new standards while remaining engaging, inclusive, and ethical. As rules evolve, so must marketing strategies, with an emphasis on trust, transparency, and psychological safety for younger audiences.
Fueling this conversation is Adolescence, Netflix’s TV series that premiered last month, which has stirred debate globally. The show, which explores the deep emotional impact of digital life on teenagers, has found resonance at the highest levels. The UK Prime Minister, Keir Starmer, publicly endorsed the drama series and backed Netflix's initiative to stream it for free to schools across the UK to ensure more youngsters watch it.
As social media becomes deeply woven into the fabric of young lives, Adolescence serves as a wake-up call, reminding us why policy, platform design, and marketing ethics must evolve in sync. In an age where ethical marketing matters more than ever, companies must reassess how they engage with Gen Z online.
Building social media guardrails is not only about compliance but it’s also about responsibility. While India’s Information Technology (IT) Rules, 2021 lay the foundation for digital platform compliance, the framework for underage users is still evolving, especially with the introduction of the Digital Personal Data Protection (DPDP) Act, 2023, which brings more child-specific safeguards such as parental consent, prohibition on behavioural monitoring of minors, restrictions imposed on targeted advertising, amongst others.
Marketers need to ensure their campaigns do not exploit vulnerable users, amplify harmful trends, or blur the lines between content and advertising. It is about fostering digital trust and promoting mental well-being, not just reach and engagement.
Yet, creating a safe, inclusive digital environment is easier said than done. Algorithms are complex, trends move fast, and ad rupees often reward attention over ethics. The challenge lies in balancing innovation with intention. Still, as pressure mounts from regulators and audiences alike, it is becoming clear that brands, platforms, and creators must collaborate to make social media a place that empowers, and not endangers, the next generation.
Guardrails and growth
Navigating the tightrope between engagement and ethics has long been part of the digital playbook. As social platforms reinforce their safety and privacy protocols, brands face a dual challenge: staying captivating without veering into manipulation and honouring both platform rules and brand values. It is a balancing act and one that calls for a fresh lens on creativity.
For many, that shift means leaning into content that feels genuine, relevant, and responsible, without exploiting users’ emotions or vulnerabilities. The idea of ‘ethical creativity’ has evolved from a buzzword to a business imperative. It is no longer just about what you can do to grab attention; it is about what you should do to build trust.
According to Yorick Pinto, senior creative director (copy) at digital marketing agency BC Web Wise, while platforms have certainly made strides in terms of data protection and privacy, there is always room for improvement. Several platforms are rolling out measures like age verification and parental consent. However, the onus should not just fall solely on them.
“Brands need to step up and set their ethical standards because, in the end, it’s the brand’s reputation at stake. Setting clear guidelines internally, and making sure content is positive, transparent, and responsible, is something we all need to be more proactive about. The platforms can’t do it all,” Pinto said.
Challenges and limitations
Industry experts identify the biggest challenge as finding a balance between creativity and compliance, along with a lack of standardisation. Acceptable content differs across platforms and regions.
Young audiences are often sensitive to trends and have short attention spans. They respect brands whose actions align with their values.
However, this can clash with strict content guidelines. Successfully navigating the frequently changing rules of different platforms, while ensuring that campaigns deliver measurable ROI, demands agility, foresight, and often increased investment in production and monitoring systems.
Scaling ethical advocacy content typically involves creating multiple versions of a single campaign targeted at different age groups or geographic locations. This process can be resource-intensive in terms of both time and budget. Not all stakeholders have the same level of urgency when it comes to ensuring safety for young audiences, which can lead to some internal resistance.
Sahaan Suman K, founder and CEO of Bubble Network, a marketing and consulting services company, explained that platforms like Snapchat and Meta continuously improve their safety guidelines. However, evaluating whether companies are effectively implementing data segregation and content filters is a complex task.
Meta’s recent feature, ‘Teen Accounts’, is designed to reduce exposure to unknown adults and potentially harmful content. However, many of these safety features are optional or dependent on parental controls.
In response, governments, including those in the UK and Australia, are pushing for greater accountability from these platforms. While the UK has the Age-Appropriate Design Code, which requires that online platforms set high privacy settings and limit data collection for users under 18, in Australia, the Online Safety Act and upcoming privacy changes require parental consent for users under 13, age checks, and quick removal of harmful content. These rules help make social media safer and more accountable for children.
“While platforms are catching up, brands cannot outsource ethical responsibility. Trust is a long-term brand asset. Consumers, especially Gen Z, reward transparency and integrity. Brands also need to look at content that is authentic and holds ethical ground,” Suman added.
Age-appropriate content
Marketers believe that there is a constant balancing act when it comes to content and compliance. While most agencies aim for content that delivers results, every idea must go through careful refinement, tweaked for tone, and context based on the specific age group they are targeting.
“Performance matters, but not at the cost of responsibility. Creating age-appropriate, meaningful content is not just a guideline; it is a core principle that shapes how we engage, communicate, and ultimately build trust with our younger audiences,” Chirag Jain, co-founder of digital marketing agency CreativeShift said.
Saif Ahmad Khan, founder of digital marketing agency Luhaif Digitech, observed that using demographic-specific targeting filters and screening the qualitative text is helpful. “After the campaign goes live, we watch the engagement rates, pattern analytics, and flagged report submissions to check for any alerts. The use of independent evaluations and focus groups is made when possible, especially with sensitive campaigns. Continuous A/B testing ensures ethical boundaries are respected while optimising messages that resonate,” he explained.
Who sets the standards?
In an ideal world, youth safety would be a shared responsibility between platforms and brands. But marketers argue that the smartest move is for brands to lead the charge. Waiting for platforms to implement changes can delay essential safeguards, putting young audiences at risk. Proactive brands could set higher industry standards, earning trust not only from youth, but also from parents, educators, and even regulators.
Taking the initiative is about compliance and shaping long-term brand value. Ethical marketing is quickly becoming a key differentiator, turning responsibility into reputational strength.
Agencies emphasise that the time to act is now. Platforms often move slowly when it comes to updating policies, but brands have the agility and the moral imperative to stay ahead of the curve.
The ethical burden ultimately lies on brands. Ensuring safe, age-appropriate, and meaningful content demonstrates a commitment beyond profit. Brands that lead with integrity and purpose build deeper, lasting connections with their audiences while also protecting young minds. In a fast-evolving digital landscape, leadership on youth safety is not optional; it is the future of responsible marketing.
