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12 November 2026

What does recruitment look like when under-16s leave social media?

Proposed social media restrictions for under-16s should make colleges question whether reach and engagement are enough when planning recruitment communication
Ruth Sparkes Guest Contributor

Managing director of EMPRA

4 min read
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When Meta agreed to pay somewhere between £8.9 billion and £12.6 billion to settle US states’ claims about harm to children on Facebook and Instagram, most coverage focused on the scale of the figure.

For those of us working in college marketing and PR, the more unsettling detail was in the allegations themselves: that social media platforms had been designed to encourage compulsive use by children, that the harms were documented internally and that parents were not adequately warned.

The settlement is not an admission of liability, but the picture it paints shouldn’t be forgotten when planning a recruitment cycle that still depends heavily on those platforms.

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