London, Europe Brief News – Kid influencers are becoming more common all over the world. These are kids whose videos are so popular on YouTube and social platforms that they get paid to carry advertising.
However, sociologisers raised concerns that ‘kidfluencers’ are being used by parents to capitalise on lucrative social media market.
The rise of influencers has produced a new outlet for the UK’s creative industries and boosted the UK economy but it has also brought considerable risks, said the House of Commons digital, culture, media and sport committee.
Julian Knight, the Conservative chair of the committee, said the phenomenon had exposed influencers and their followers to harm.
“The rise of influencer culture online has brought significant new opportunities for those working in the creative industries and a boost to the UK economy,” he said.
“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.”
Social media market
Influencers produce content on platforms such as YouTube, Instagram and TikTok for followers who often run into the millions. The biggest influencers in the UK include Zoe Sugg, a fashion and beauty “vlogger” whose YouTube channel has 4.9 million subscribers, Brooklyn Beckham and a procession of contestants on reality shows such as Love Island.
However, the report raised specific concerns around children, influencer pay and the flouting of advertising guidelines that require creators to inform users when they have been paid to make a post.
The MPs raised concerns about child influencers, or “kidfluencers”, who earn income through sponsorship and partnership with brands. The content is mostly aimed at other children and, because the minimum age for an Instagram account or setting up a YouTube channel is 13, many of these accounts are managed by parents. Children are also involved in content from family or parenting influencers.
