The influencer market is expected to grow significantly, with projections indicating a rise from $31 billion US to over $120 billion US in the next five years. In response to this trend, some governments are addressing concerns about the protection of kidfluencers, who are children that have gained fame and endorsement opportunities online.
Recently, the European Union (EU) unveiled plans to prohibit social media platforms from offering financial or material rewards for kidfluencing activities as part of a broader strategy aimed at safeguarding minors online. With some of the top kidfluencers globally earning millions annually, EU leaders are apprehensive that lucrative sponsorship deals could lead some parents to pressure their children into consistently creating content for photos and videos.
While a few countries and U.S. states have established regulations regarding child labor in this sector, experts argue that outright banning kidfluencers may not be the most effective approach to safeguarding children. Notably, many countries, including Canada, lack specific legal protections for kidfluencers.
The EU’s proposal includes emulating Australia’s regulations by prohibiting children under 16 from having social media accounts without parental consent and banning accounts altogether for children under 13. Industry insiders and external voices have emphasized the necessity of enacting laws to safeguard kidfluencers in Canada and globally.
Experts like Samuel Dahan, an associate professor at Queen’s University Faculty of Law, and influencers such as Rossana Burgos from The Bee Family, advocate for regulatory frameworks to protect kidfluencers. The Burgos family, who rose to prominence on social media in 2013, emphasizes that they never pressured their children to perform and shared revenue equally among family members.
Reflecting on their journey, Burgos expressed concerns about the increasing number of children being exposed to modeling and product testing on camera. The call for regulations to protect kidfluencers continues to gain traction as the industry evolves.
