Keir Starmer began what may prove to be the most consequential week of his premiership by unveiling a social media ban for under-16s. It is a policy that already carries the familiar whiff of a U-turn.
Policy Reversal
Months ago, Sir Keir argued that a social media crackdown for youngsters was unnecessary. His decision to now back restrictions on children's access to some platforms represents a significant shift in position and adds to a growing list of policy reversals that undermine his political judgement.
Announcement Context
The announcement is designed to address growing public concern over children's online safety while also providing a beaming Sir Keir with a defining legacy at a time when his MPs are circling to oust him.
The Prime Minister faces one of the most precarious moments of his leadership, with an expected Andy Burnham victory in the Makerfield by-election on Thursday. A win for the Greater Manchester Mayor sets him on the path to No 10 as early as Friday morning.
Sir Keir, who appeared unusually upbeat despite the week ahead, showed little interest in engaging with questions about either Mr Burnham or the by-election. He instead kept the focus firmly on the social media policy.
Symbolism and Projection
Even some of the symbolism surrounding the announcement was interesting. Holding the event in Downing Street's main press conference room rather than the more commonly used facility in No 9 next door projected authority at a moment when questions are increasingly being asked about Starmer's grip on power.
Whether intentional or not, it served as a reminder that he remains the keyholder of No 10 – for now.
Journalists' Experience
Journalists who were corralled into the belly of the famous Westminster building had their phones taken away, inevitably prompting jokes about giving political reporters a taste of how the ban could work.
Following the announcement to a room packed with campaigners and influencers, Sir Keir will head to the G7 summit in France, where he is expected to discuss the new social media restrictions with US president Donald Trump.
International Implications
The policy is unlikely to be popular with American technology companies, further straining the UK's “special relationship” with the US.
Whether the policy becomes a defining achievement or not may depend less on the announcement itself and more on what happens by Friday morning.
