Prime Minister Keir Starmer has pledged to take on major social media firms as the Government steps up efforts to curb children’s exposure to screens. Speaking during a visit to a school in south London, Sir Keir said parents have long been left to navigate the question of appropriate screen time without clear guidance. He acknowledged the challenges faced by families, particularly in moments when digital devices are used to calm or distract young children.
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New Government advice now recommends limiting screen use for children aged between two and five to no more than one hour a day, with less encouraged where possible. For those under the age of two, screen time should largely be avoided, except for shared activities that promote interaction.
Sir Keir indicated that stronger measures may be required, including potential restrictions on social media use for under-16s. Options under consideration include bans similar to those proposed in Australia, as well as time limits and curfews.
He warned that implementing such policies could bring the Government into conflict with technology companies. “If we are serious about protecting children, we will have to challenge platforms that are designed to keep them online,” he said, arguing that many services are intentionally built to maximise engagement among younger users.
The guidance also advises families to steer clear of fast-paced, social media-style content, as well as toys and applications powered by artificial intelligence. Parents are further encouraged to maintain screen-free routines at mealtimes and before bed.
The recommendations were drawn up by a panel led by Rachel de Souza and Russell Viner of University College London. Professor Viner has called for clearer advice on what constitutes beneficial content, noting that many so-called educational materials can be misleading.
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He warned that excessive screen use, particularly without interaction, may displace essential activities such as sleep and physical exercise, and could also hinder language development in young children. Government figures suggest that nearly all children are exposed to screens daily by the age of two, with higher usage linked to developmental concerns.
Education minister Josh MacAlister described the past decade as a period of profound change, saying childhood has been “completely rewired” by the rise of digital media. He added that the aim is to establish new social norms while recognising the practical difficulties parents face.
The debate comes amid growing scrutiny of major technology firms. A jury in Los Angeles recently found that Google, which owns YouTube, and Meta—the parent company of Facebook, Instagram and WhatsApp—had developed platforms that encouraged prolonged use among young people without sufficient regard for their wellbeing.
Professor Viner pointed to international evidence, including research from Australia, suggesting that tighter controls could help reduce children’s exposure to harmful content. He added that technology companies should be encouraged to design platforms that actively support healthy development, rather than undermine it.
