Sidemen Boss Says YouTube Should Avoid UK Social Media Ban

EXCLUSIVE: The UK has become the second English-speaking country to outlaw social media for under-16s, but the inclusion of YouTube on the banned list has raised eyebrows among agents and managers in the creator space.

Jordan Schwarzenberger, co-founder of The Sideman management company Arcade, said he was broadly in favor of UK Prime Minister Keir Starmer’s announcement as a “signal” of the harm social media can do, but measured his support with questions over how enforceable it could be and why YouTube is included.

“The bit I have always disputed is YouTube has always been lumped in with this in a way that’s totally at odds with the way the platform works,” said Schwarzenberger. “YouTube should not be included in the ban because it is not social media. It’s an intentionality platform based on play-listing and curation – a well-curated search engine and a tool of immense educational value for young people.”

Broadly, the ban was “a signal social media does carry harm for under-16s,” he told Deadline, adding: “It’s really important to recognize in the shift in the way the algorithms are enacted. It’s gone from curatorial, follower-based feeds, where you were connected with friends, to content slot machine ‘for-you’ page algorithms. That does change the nature of content and makes it far more addictive.”

However, he downplayed the overall significance of the ban, noting the UK already has – in theory – rules around what teenagers can access online. Currently, social media is limited to those aged 13 and over, though it’s likely children under that line have regular access to apps. The ban should not be a first step towards digital IDs, which have been widely rejected as an idea by the British public, added Schwarzenberger.

The Sidemen are among the UK’s most popular creator groups, with more than 160 million collective subscribers among its members. The group recently saw the high-profile KSI announce he was leaving after 13 years.

Hannah Holland, founder and CEO of London-based creator agency HLD Talent, made a separate argument for YouTube’s removal from the list.

“I do find it positive that the government is doing more to protect young people online, but other side is what do young creators who are making considerable money do now?,” she said.

Holland questioned whether a 14-year-old creator on her books who is set to lose access to YouTube next year could continue making content with their parents or a responsible adult taking control of their channel. “She has built up an audience of millions, and we’re not sure how it will impact her career” she added.

Holland said the ban would also have a material effect on her older clients such as presenter and creator GK Barry, but that the main concern was the uncertainty around younger content makers. “In terms of younger creators, we can’t give them an answer on what their careers will look like,” she said. “With YouTube, you can start now and make money for your family, and it’s an amazing thing. Those who have an older audience, along with their teenage audiences older audience, won’t be massively concerned right now.”

She noted brands and creators targeting the 12-16 age bracket would suffer from a “loss of income,” adding, “This will wipe some people out.”

Wider industry response

Apps banned by the regulations include YouTubeSnapchat, TikTok, YouTube, Instagram, Facebook and X, and under-16s will not be able to livestream themselves. Games platform Roblox and YouTube Kids – the Google service for younger children – are not included.

The wider TV, film and creator community will have until spring 2027 to chew over the new rules, which may also include measures to stop infinite video scrolling and overnight curfews on older teenagers.

Alex Segal, Managing Director of UK agent InterTalent, said it was “an important day” and “an incredible step in the right direction of safeguarding children that should have been in place years ago.”

He added YouTube’s inclusion was “something we need to think closely about,” but argued content would require further measures to protect children, referencing the video feed of one popular British sports podcast, which includes regular profanity and innuendo.

“On the surface, you wouldn’t think twice about it, but it is one of many that is not correct for children to be watching,” he added. “YouTube either has to add age warnings like you get at the movies or you have to submit identification to be able to watch content.”

Segal, who runs the Dealmakers substack, has a mix of traditional TV clients such as Ross Kemp, Vinnie Jones and Grace Dent. His company represents the likes of Maura Higgins from the creator space.