A popular trend amongst social media influencers is to use their children as part of their sponsored content on Instagram. However, this practice has been criticised by watchdogs, who are calling for new regulations to protect children from exploitation. In this article, we will take a closer look at the issue and the potential consequences of using children for sponsored posts on social media.
The children’s watchdog has urged for new advertising regulations to protect minors who appear in sponsored Instagram posts. Dr Niall Muldoon, the Children’s Ombudsman, has highlighted the need to close the gap in the guidelines specifically in cases where parents are paid for their child’s involvement. Penneys, for instance, pays influencers to feature their children wearing the store’s clothes in sponsored Instagram posts. Although Penneys doesn’t sign influencer contracts with minors, the children of Irish influencers can be seen promoting Penneys’ products online. As of now, there is no guidance regulating how parents should involve their children in sponsored posts despite the Advertising Standards Authority of Ireland’s existing guidelines which say that children shouldn’t be featured in unsafe or indecent posts. Dr Muldoon has suggested that social media regulations for minors are lacking and needs to be addressed to safeguard the children’s best interests when parents use their children to advertise products online.
It’s clear that the world of influencer marketing is constantly evolving, and as it continues to grow in popularity, the need for more regulations becomes increasingly important. This is especially true when it comes to sponsored content featuring children. While some may argue that these posts can provide a candid look at family life, there are certainly concerns about how they may impact children as well as the wider public.
As Watchdog calls for new rules on sponsored Instagram posts involving children of influencers, it’s clear that we need to strike a balance between protecting children and promoting responsible content creation. Moving forward, it’s essential that influencers, brands, and regulators work together to create a more regulated and responsible influencer marketing industry that puts the safety and wellbeing of children first. Only then can we hope to create a space where all those involved can benefit from the opportunities provided by this growing industry, without risking the safety or privacy of the most vulnerable members of our society.
