The influencer market is projected to grow significantly in the coming years, with estimates suggesting a rise from $31 billion US to over $120 billion US. In response to this trend, some governments are taking action to regulate and protect kidfluencers – children who have gained fame and influence as online personalities and brand ambassadors.
The European Union recently announced plans to introduce measures aimed at safeguarding minors online, including prohibiting social media platforms from offering financial or material incentives for kidfluencing. Concerns have been raised by leaders in the European parliament about the potential exploitation of children by parents seeking lucrative sponsorship deals, leading to pressure on children to constantly create content for online platforms.
While a few countries and U.S. states have implemented laws concerning child labor in the influencer industry, experts suggest that outright banning kidfluencers may not be the most effective approach to safeguarding children. Many countries, including Canada, lack specific legal protections for kidfluencers.
The EU’s proposal includes emulating Australia’s regulations by banning children under 16 from having social media accounts without parental consent and prohibiting accounts for children under 13. Calls for regulations to protect kidfluencers have been echoed by various voices within and outside the influencer industry, emphasizing the importance of oversight and legal frameworks.
Some industry figures support a ban on kidfluencing, citing concerns about the potential exploitation of children for financial gain. However, others caution against stifling creativity and autonomy among children, highlighting the need for a balanced approach to regulation.
Legal and technical challenges surround the enforcement of a ban on kidfluencers, with complexities arising from the home-based nature of the work and the difficulty of identifying and monitoring content. Alternative approaches, such as treating kidfluencers like child actors and implementing financial safeguards, have been suggested as viable options for protecting children in the digital space.
The EU’s move to draft legislation to ban kidfluencing could have global implications, influencing standards and practices across online platforms worldwide. The potential impact of such regulations, known as the “Brussels effect,” could lead to a shift towards standardized rules for child influencers and social media access for children on a global scale.