‘Kidfluencers’ are being exploited and more needs to be done to protect them
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MPs are questioning the absence of protection for ‘kidfluencers’ – children who are influencers – against exploitation.
By Anugraha Sundaravelu
A report from the UK’s Digital, Culture, Media and Sport (DCMS) Committee highlighted the rapid expansion in influencer culture which has exposed regulatory gaps which leave children at risk of exploitation and unacceptable compliance with advertising rules.
In their recommendations, MPs say children, parents and schools must be given more support in developing media literacy and for rules around advertising for children to be bolstered. It also calls for a code of conduct for influencer marketing to be commissioned.
With the child influencer market booming, children featuring in online content across social media platforms are earning income through sponsorship and partnerships with brands on accounts managed by their parents.
To protect these children the report calls for updates to UK child labour regulations to reflect the growth of chil...
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