Quoted

January 7th, 2026

Don’t Let These Privacy Shifts Blindside You In 2026

Ms. Melton discussed the growing impact of youth privacy and age‑assurance laws, noting that new state regulations are effectively requiring advertisers to treat all users as potentially under 18 unless age can be reliably verified. She explained that this shift will be especially challenging for brands in sectors with large teen audiences—such as beauty, fashion, gaming, and entertainment—many of which have never had to operate under youth‑marketing standards. Ms. Melton emphasized that these developments signal a broader regulatory trend, stating that “the biggest blind spot for many advertisers is assuming these youth‑focused rules won’t apply to them.” She advised that companies begin preparing now by reassessing data practices, strengthening compliance frameworks, and ensuring that youth‑directed content and targeting meet emerging legal expectations. Read the full article on upcoming privacy changes here.