Navigating Adolescence: A New Era of Social Media Regulation?

Between the rounds of brain rot and bickering, social media in 2025 is a confusing place. Take the latest round of JD Vance memes, for example. There’s a lot that could be said about them; dreamlike, yet unsettling; surreal, yet sharp; his inflated, distorted form embodying a level of creativity AI could never autonomously replicate.

Personal obsession aside, they also represent an influential combination of politics, culture and opinion that characterises so much of online life.

That intersection – between politics, opinion and culture – has reared its uglier side recently, impacting headlines, sparking social debate and even having serious, real world implications. At the heart of the most recent conversations? A harrowing new Netflix series.

Queue Adolescence. A raw, single-shot drama about a British teen accused of murder. Having dropped in March, the four part series repeatedly touches upon themes of dangerous online communities, and on the impact of social media usage on younger people. Gaining praise for its acting quality and directorial skill, the show gives a realistic treatment of the implications of extreme, sexist social media content, providing a lesson about the impact that toxic online spheres can have, and acting as a warning for parents and guardians. It resonated with audiences, racking up over 24 million views within the first 4 days of its release.

But it’s the timeliness that’s caused the biggest impact. Just as Adolescence landed, the UK’s Online Safety Act – a new set of laws intended to protect adults and children online – came into effect. Overseen by huge UK communications regulator Ofcom, the new act has been designed to “prevent children from accessing harmful and age-inappropriate content”.

A rise in regulation.

In the wake of recent events, the drama is a poignant commentary on the extremes of social media. That’s why we’ve since seen it spark some important conversations and garner praise from the PM, as well as evoking calls for it to be shown to young audiences in schools, and fuel for public and political advocacy towards stricter online regulation. But what might that stricter online regulation actually look like?

We’re already starting to see platforms respond to what’s happening culturally. Instagram’s rolled out more parental controls and a ‘quiet mode’ to nudge teens off of their screens; TikTok’s tweaking algorithms to curb addictive loops and adding an automated privacy setting for under-18s. Both are moves that echo broader trends: take the EU’s Digital Services Act, global privacy pushes, and AI-driven ad changes. Adolescence poured fuel on a fire that’s been smouldering for years.

Restrictions on specific, personalised targeting based on behaviour and activity have existed for a while now, even across major channels such as Meta, Snapchat, and TikTok, having been impacted by updates to EU law. 

And whilst it’s difficult to imagine exactly how regulatory change might take shape, it’s likely the new Online Safety Act will tighten the rules further, with self-regulation becoming more of a norm – picture more AI moderation, and shared safety tools to at least appease, if not avoid, Ofcom’s rulings.

Understanding commercial and ethical responsibility.

Social media platforms are powerful tools for shaping opinions and behaviours, and brands that use social media inevitably have some degree of influence.

However, there’s a natural tension between digital marketing – designed to strictly sell and promote products and services – and the idea of ethical online responsibility. Outside of the set regulations, taking action to act ethically online poses a dilemma for brands: do you jump into the conversation and risk being seen as opportunistic, or stay on the sidelines and risk being seen as indifferent? 

It’s all dependent on your brand’s positioning, marketing aims, and company values. Brands need to carefully consider how well their goals and identity align with the topic at hand, and engage thoughtfully – listening first, taking time to understand the nuances, and contributing when doing so would add value and meaning to the conversation. Transparency, consistency and commitment are key to any authentic social media strategy.

Even when direct commentary or a tweak to marketing strategy wouldn’t make a relevant approach, organisations still need to remain mindful and active. After all, there’s always the possibility a post could be misconstrued or a campaign criticised.

Social media marketing stretches much further than product listings or sales campaigns. Instead, it works as an extension of your brand; a representation of its values, purpose and objectives. That’s why acting responsibly – through open, honest communication, digital literacy, and a mindfulness of your potential societal impact – is such a crucial part of using a platform. There’s always room for positive, responsible messaging, whether explicitly involved in cultural conversation or not – it’s all about contributing positively where you can, and remaining conscious where you can’t.

Drive impact with purposeful marketing.

At ilk, we help brands strike the balance between relevance and responsibility through creative, culturally aware campaigns. As an integrated marketing agency, we support everything from brand strategy to social media marketing – with work that’s both impactful and informed.

Ready to explore how your brand can show up with purpose? Get in touch.