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Social Network Ad Spending - Social Media Restrictions
Overall
by Company
Scenario: Social Media Restrictions
Source: EMARKETER Forecast, March 2026 - April 2026
Note: Paid advertising only; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms; excludes payments to influencers or other creators to produce sponsored content; includes branded content amplified as paid media. Social networks are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing updates, comments, photos, or other content.
Additional Note: A proposed ban on social media use for under-16s was voted down in Parliament in March 2026. The government then launched a national consultation on children’s use of social media and other digital services, including possible age restrictions and other controls. This scenario assumes that consultation ultimately leads to the adoption of a ban broadly similar to the one originally proposed, implemented before the end of 2026.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and eMarketer interviews with executives at ad agencies, brands, media publishers, and other industry leaders.