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[Digital Today reporter Hong Jin-joo] The UK government plans to roll out social media rules aimed at users under 16 within weeks. Rather than an outright ban, officials are considering limits on addictive features such as infinite scrolling and video autoplay.
On May 27 (local time), IT outlet TechRadar reported that Prime Minister Keir Starmer said he would act “very, very quickly” after consulting the public and families. The measures under discussion prioritize redesigning platform features over prohibiting social media use by under-16s outright.
Policymakers question the effectiveness of a total ban. Even in jurisdictions with strict rules, like Australia, many users under 16 found workarounds or migrated to less-regulated online spaces. For that reason, officials are focusing on steps that reduce addictive design elements and risky exposure rather than simply blocking access.
The first measures being considered would curb infinite scroll and autoplay. Infinite scroll, used by services such as TikTok and Instagram, feeds content continuously; autoplay starts the next video as users swipe through a feed. These features are widely cited as drivers of increased time spent on apps. TechRadar noted that a California court ruling singled out infinite scroll as a core factor intensifying addictive behavior.
Officials are also weighing limits on notifications and push alerts. Alerts for new messages, comments, or posts from followed accounts are designed to draw users back into apps. The government could require apps to disable such alerts for accounts linked to minors or mandate device-level notification blocks on iPhone and Android devices.
Limiting likes and comments is another option. Under this approach, teens could still post content, but visible reaction features would be reduced. TechRadar warned that likes and comments can be weaponized for harassment or used by malicious actors who cultivate trust and then exploit it.
Restricting recommendation algorithms is also central to the debate. Platforms analyze watch time, likes, comments and scrolling habits to serve increasingly tailored content. Scaling back those systems would reduce personalization but could shorten overall time online and blunt the dynamics that pull teens into riskier online communities. TechRadar noted that algorithms tend to promote content users are likely to engage with, not necessarily the content they should see.
Platforms favor an alternative: device-level age limits. Social media companies have pushed for age verification at the device level rather than service-by-service rules. Under that model, Apple and Google would verify a phone user’s age and adjust app access accordingly. The House of Lords also raised this option in December 2025.
Companies argue device-level limits reduce inconsistencies in regulatory standards. For users, a single age check would eliminate repeated verification across multiple services. Firms also say this approach lowers the risk of personal data spreading across many platforms.
A full ban has not been ruled out, but observers say a broad blanket prohibition now looks less likely. Attention will also turn to whether the government considers restricting access to virtual private networks (VPNs), a common workaround when users change location data to bypass regional rules.
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