In the upcoming five years, the influencer market is projected to grow significantly, from $31 billion to over $120 billion. In response to the escalating demands for protective measures for kidfluencers, who are children achieving fame and endorsing brands online, several governments are taking action.
The European Union (EU) recently unveiled a set of measures aimed at safeguarding minors online. One of the key proposals is to prohibit social media platforms from offering financial or material incentives for kidfluencing. This move comes amidst concerns that lucrative sponsorship deals could lead some parents to pressure their children into continuously creating content for photos and videos.
While certain countries and U.S. states have implemented regulations regarding child labor, experts argue that banning kidfluencers may not be the most effective approach to safeguarding children. Notably, many nations, including Canada, lack specific legal protections for kidfluencers.
The EU’s plan mirrors Australia’s regulations, which restrict children under 16 from having social media accounts without parental consent and prohibit accounts for those under 13. Stakeholders within and outside the influencer industry have emphasized the urgency for regulations to protect kidfluencers globally.
Advocates for a ban on kidfluencers, such as Karim S. Leduc, CEO of Dulcedo, believe that such a prohibition is necessary to prevent financial exploitation of children. However, there are differing opinions on the matter, with concerns raised about potentially stifling creativity and autonomy among children.
The discussion around banning kidfluencers raises legal and technical challenges, including issues related to enforcement, defining kid influencers, and distinguishing between occasional appearances and sponsored content. Various countries have explored alternative approaches, such as France’s labor law amendments and U.S. states’ regulations on safeguarding earnings for kidfluencers until they reach adulthood.
In Canada, there is a lack of specific legislation addressing kidfluencers, with recent proposals like the Online Harms Act not covering this aspect. Suggestions to treat kidfluencers akin to child actors have been proposed as a feasible approach to protecting them from exploitation.
The EU’s forthcoming legislation on banning kidfluencing could potentially set global standards, influencing other countries and companies to make similar adjustments. This phenomenon, known as the “Brussels effect,” highlights the EU’s impact on shaping international norms and regulations in the digital realm.
