UK Prime Minister Keir Starmer has called on social media companies to "step up and take responsibility" for children's online safety ahead of a Thursday meeting with executives from firms such as Meta, Snap, Google, and X.

The Starmer government has intensified its scrutiny of social media platforms, stating that children are being harmed online in the absence of clear accountability. It has pledged to take action to limit the impact of such applications on sleep, family life, and schoolwork.

"Social media shapes how children see themselves, their friendships, and the world around them. When this comes with real risks, we cannot choose to look the other way," Starmer said prior to the meeting.

"I will take all necessary measures to protect children's online safety," he added. "Today is about ensuring that social media companies step up and take responsibility."

The UK government acknowledged that some social media firms have already implemented protective measures—such as banning auto-play for children on YouTube and giving parents greater control over screen time, including curfews—but Starmer aims to go further.

The UK is conducting consultations until next month on issues including whether to restrict children's access to social media, potentially banning those under 16, as well as curfews, app time limits, and curbing what it describes as addictive design features.

Last year, Australia became the first country to prohibit social media use for children under 16, and European nations are also considering similar measures.