Help at hand to navigate marketing to children in a new era.
As businesses brace themselves for social media being off-limits to under 16s, the British Equestrian Trade Association (BETA) is to run a seminar on the subject.
The UK Government’s proposed ban - expected to come into effect in Spring 2027 – could remove a valuable way for brands to reach young audiences.
Changing Leads: How to market to younger riders when the UK’s U16 social media ban comes into effect (and the essential steps you need to take now to prevent losing this audience) takes place on 14 July at 10.30am.
The seminar is hosted by social media expert Rhea Freeman, who says: “If you use your social media to market to under 16s, you’ll need to look at how you’re going to promote your products and services to them in the not-too-distant future.
“Now is the time to make plans to ensure you can still reach your customers.”
The 90-minute session will cover restrictions under the proposed rules, alternative marketing channels, creative ideas and adjusting target audiences.
The session costs £50 for BETA members, £60 for members of The Society of Master Saddlers and British Horse Society members, and £70 for others.
ETN: ahead of the curve?
Back in March, the ETN editor’s comment said:
As I write, the government has announced a consultation on banning under 16s from social media in the UK as has already happened in Australia.
Given that there are hundreds of thousands of pony-mad (mainly) girls out there avidly following their influencer heroines’ equestrian adventures on Tik-Tok and Insta, how might this affect brands’ marketing and promotions?
Horsey fashion is everything to these young teens. And while they don’t necessarily have much of their own money to spend, they successfully apply immense pressure on their parents’ purses.
So, is now a good time to revisit traditional ways to advertise to this important sector?
