Cigarette-style warnings power push for under-16s social media ban

Mumsnet has escalated its campaign against youth phone addiction with a provocative new creative platform modelled on cigarette packet health warnings, urging the public to email MPs and demand a social media ban for under-16s.

The national out of home and social push features stark, text-led executions that mirror tobacco-style caution labels. Messages include claims that three or more hours of social media a day makes teens more likely to self-harm, that teen phone addiction doubles the risk of anxiety, and that addictive use is linked to higher risk of suicidal behaviour and eating disorders.

The campaign, created with adam&eve\TBWA, uses real and sourced imagery.

The creative forms the latest phase of Mumsnet’s Rage Against the Screen initiative, shifting the debate from parental responsibility to product design and regulation.

Founder Justine Roberts says families are witnessing “compulsive use, lost sleep, rising anxiety and collapsing self-esteem” in real time, arguing that addictive business models cannot be tackled by parenting alone.

Student and campaign supporter Sedona Jamieson adds that vulnerable teens can be pushed towards harmful content disguised as support.

With the Prime Minister promising action on youth access to social media and health bodies calling for stronger regulation, Mumsnet’s cigarette-style warning labels land as both cultural provocation and political pressure play.

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