Karnataka's Under-16 Social Media Ban: Brands Rethink Youth Ad Strategies

• Karnataka proposes a social media ban for children under 16, announced by CM Siddaramaiah, citing child safety concerns.
• The ban could force brands to rethink youth advertising strategies, despite limited direct impact on digital ad revenues due to existing DPDP Act restrictions on targeting minors.
• Policy experts question the state's legal authority for such a ban, as internet regulation falls under the Union government, and enforcement faces challenges like shared device usage.
• Marketing strategies may shift from direct targeting of minors to engaging parents, using offline channels, word-of-mouth, and broader content integrations.
• Social media platforms are expected to advocate for alternatives like parental consent models or supervised accounts instead of a blanket ban.