London, Europe Brief News – British MPs said current employment and advertising laws must be strengthened to protect child viewers and influencers – and online performers, in a now digital world.
Up to half of children said they watched a vlogger or YouTube influencer concern in 2021, according to Ofcom data.
The Digital, Culture, Media and Sport (DCMS) Committee says the growth of online culture has rapidly outpaced current employment and advertising regulations.
Their report details how some child influencers are at risk of exploitation.
They also warn that influencers are not complying with advertising rules.
“However, as is so often the case where social media is involved, if you dig below the shiny surface of what you see on screen you will discover an altogether murkier world where both the influencers and their followers are at risk of exploitation and harm online,” said Julian Knight, chair of the committee.
“Child viewers, who are still developing digital literacy, are in particular danger in an environment where not everything is always as it seems, while there is a woeful lack of protection for young influencers who often spend long hours producing financially lucrative content at the direction of others.”
MPs say children, parents and schools must be given more support in developing media literacy, while rules around advertising for children should also be strengthened, including pay and standards.
Its recommendations also include giving advertising regulators more power to enforce the law around advertising and closing influencer loopholes.
