The decision to restrict social media access for under-16s has intensified the debate about online safety, accountability and the environments that advertisers help to fund. But regulation alone will not create a healthier media ecosystem.

Bauer Media Advertising managing director Simon Kilby returns to The Future of Media to consider what the industry must do next — and why the investment decisions made by brands, agencies and media owners will play a defining role in rebuilding trust.

This reflects Simon’s argument that regulation cannot address every issue created by platform design and algorithms, and that advertisers need to consider not only whether an environment performs, but whether it aligns with the standards they wish to support.