EU Proposes Ban on Kidfluencers Amid Privacy Concerns

The European Union has proposed a ban on kidfluencers, addressing growing concerns over privacy and exploitation in digital marketing. This initiative aims to prohibit social media platforms from providing financial or material incentives for children under the age of 16 to participate in influencing activities.

With projections estimating the influencer market to rise from thirty-one billion to over one hundred twenty billion US dollars in just five years, EU lawmakers are increasingly worried about the pressure that lucrative sponsorship deals may place on parents to exploit their children for online fame.

According to the CBC, the EU's proposal follows Australia’s lead, which has already banned children under sixteen from having social media accounts without parental consent and prohibits accounts for those under thirteen altogether.

Influencers like Rossana Burgos, known as Mama Bee from the Bee Family, emphasize the urgent need for regulations, stating that such measures should have been implemented a decade ago. Burgos's family rose to fame on social media in 2013, earning substantial income from brand partnerships.

She insists that while they never pressured their children to perform, the rise of kidfluencers raises serious concerns about children being exploited for profit. Karim S. Leduc, CEO of the Montreal-based talent agency Dulcedo, supports the proposed ban, citing fears that financially struggling parents might prioritize income over their children's well-being.

However, some experts argue against an outright ban, suggesting that it could stifle creativity and autonomy among children. Samuel Dahan, an associate professor at Queen's University Faculty of Law, points out the complexities involved in enforcing such a ban, noting difficulties in defining what constitutes a kidfluencer and the challenges of monitoring content created at home.

In contrast, countries like France have taken a different approach by granting kidfluencers the same protections as child actors, setting strict regulations on working hours and earnings. In the United States, states like Illinois, California, and Utah have implemented laws requiring that earnings from kidfluencers be saved until they reach adulthood.

Dahan notes that if the EU legislation is enacted, it could influence global standards, compelling other nations and companies to follow suit. This potential change in policy, referred to as the Brussels effect, could reshape how kidfluencers are treated worldwide, fundamentally altering the digital landscape for children.