The influencer market is expected to grow significantly, with projections indicating a rise from $31 billion to over $120 billion in the next five years. In response to the increasing demand for regulations to safeguard kidfluencers, who have gained fame and endorsement deals online, some governments are taking action.
Recently, the European Union (EU) unveiled its intentions to prohibit social media platforms from offering financial or material incentives for kidfluencing, as part of a broader set of measures aimed at safeguarding minors online. Concerns have been raised by leaders in the European parliament about the potential pressure on children to constantly create content for photos and videos due to the allure of lucrative sponsorship agreements, especially considering that top kidfluencers worldwide earn millions annually.
While a few countries and U.S. states have implemented laws regarding child labor, some experts argue that banning kidfluencers might not be the most effective way to protect children. They highlight that 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 disallowing accounts for children under 13. Both industry insiders and external voices have emphasized the urgency for laws to shield kidfluencers in Canada and globally.
Samuel Dahan, an associate professor at Queen’s University Faculty of Law, stressed the necessity of regulations, stating that they should have been implemented a decade ago. Rossana Burgos, also known as Mama Bee from The Bee Family, a family of influencers, emphasized the importance of rules and laws to protect kidfluencers.
Burgos recounted their family’s journey into influencer marketing, stating that collaborations with brands enabled them to transition into full-time content creators. She emphasized that they never coerced their children into performing and that videos were typically filmed after school and extracurricular activities. Additionally, after achieving financial success, the family established a company where each member had equal ownership and revenue sharing.
Today, Burgos’ children are pursuing careers in music, but she expressed concerns about the growing number of children being thrust into the spotlight to showcase products and clothing.
