Trust: The deal breaker in marketing media mix?

As the initial excitement subsides, the questions begin emerging. This may well apply, to not just the recent government announcement regarding social media usage by children, but the future of the digital medium itself.    

When the Karnataka and Andhra Pradesh governments recently announced proposing a ban on children below 16/13 years using social media, there was a collective thumbs-up and vigorous nods of approval.  

No one in their right mind would really question the need to regulate when it comes to children and social media; the adverse impact is too obvious. But of course, there are questions already looming large, with regard to implementation of the well-intended proposal.  

Who will enforce the ban? Can state government pass a regulation related to digital platforms? Or does it come under the Centre’s purview? Who is responsible for monitoring usage? And therefore, who will be penalised in the event of violation of the norm? These are all questions taking shape, highlighting the significant nuances of the proposed regulation.    

Spotlight on the media platforms  

According to media reports, the government is studying the Australian model of regulation for online safety, which essentially places the onus on the platforms.  

Reportedly, Australia’s Online Safety Amendment (Social Media Minimum Age) Act, which came into effect in December 2025, does not penalise the children, the parents or guardians for accessing restricted social media platforms. Instead, “age restricted” platforms may face penalties if they don’t restrict “under-16s” from accessing them.  The idea being to regulate platforms that encourage youngsters, directly and indirectly, to spend long hours on their platforms. According to reports, social media companies have already begun adapting to the law.  

Catch ‘em young?  Well, not anymore! 

Whether all the surrounding questions are addressed or not, it is just a matter of time before regulations kick in, when it comes to children’s access of digital/social media platforms. And now comes the part where it becomes particularly relevant for brand marketers. In the US, children reportedly influence upto $165 billion annually in family purchases, being exposed to 40,000 ads per year. According to a study, children were exposed on an average to 554 brands per 10-hour day. Studies also suggest that an average child consumes media for about five hours per day, with nearly half of that time spent on interactive, digital platforms. 

While exact data correlating ad spends and children is difficult to come by with regard to India, the situation here can’t be very far from what it is in the US or elsewhere in the world.       

Will the digital euphoria fade? 

Now the question is, with a likely ban on children accessing digital platforms, will marketers lose out on reaching a large section of their target audience?  Most industry point to the top position of digital media when it comes to brands’ marketing spends.  As per industry reports, digital advertising in India has reached ₹49,000 crore in FY25, drawing 44% share of the total advertising market. Looking ahead, digital ad spends are projected to grow 15% to ₹56,400 crore in FY2026, expanding it to 46%.  But with regulations coming into play, and a rising scepticism towards algorithms driven digital content, caution might rule the use of digital media and therefore the spends on it. This is compounded by the growing thrust on authenticity and ethical marketing. While the latter is a matter of the message and not the medium, very often the medium drives the message. The intricacies of how digital medium works and reaches and influences its audiences are still a tough nut to crack, and therefore the effects of a campaign using the digital medium might just be more insidious.      

Will digital’s loss be OOH’s gain?  

Now compare the scene with a legacy medium like OOH – real, physical, out there and therefore, very credible. While the content of what’s being up there is a matter for the brand and its creative partner to consider, the medium itself is a solid proof of something that can drive real- life impact and attention.

As Kavita Jagtiani, Chief Marketing Officer, L&T Finance Ltd., recently told Media4Growth, “Outdoor builds trust before anything else.” Anirban Paul Chowdhury, National Marketing Head at Skipper Pipes, shared a similar sentiment, “OOH delivers tangibility and trust. In a world dominated by fleeting digital impressions, OOH offers permanence and stature.” Many other brand marketers reflect a similar thought, highlighting why, despite the obvious disadvantage of measurability in comparison with the digital medium, OOH as a marketing medium is hard to ignore.       

Well, it is possibly too early to predict a clear loss for digital media’s share when it comes to ad spends. But the OOH industry could possibly leverage the shifts arising from digital regulations to build a stronger case for their medium – one that’s rooted in the space of everyday life.