France is set to become the first European country to implement an age restriction, when its social media ban comes into force for under 15s on Sept. 1. European Commission President Ursula von der Leyen has pledged to introduce EU-wide restrictions, while 10 EU countries are drafting their own social media bans, including Greece, Sweden, Portugal, and Spain. Beyond the feedIf younger audiences become harder to reach through traditional platforms, brands will need to rethink where they invest. Platforms in the crosshairsThe social media bans land at an already fragile moment for Snapchat. In Australia, tech-savvy teenagers are already finding ways to circumvent the social media ban through the use of VPNs—which allow people to hide their location.