In the last decade, influencer marketing has transformed from a niche advertising strategy into a dominant force in the marketing world. What started as a few bloggers and YouTubers sharing personal recommendations has grown into a billion-dollar industry, with influencers shaping consumer behavior across a wide range of sectors, from fashion to fitness to food. However, one of the most controversial—and, at times, ethically dubious—uses of influencermarketing has been its targeting of children. With the rise of platforms like YouTube, Instagram, and TikTok, children are increasingly exposed to digital content that blurs the lines between entertainment and advertising. In this rapidly evolving digital environment, many brands and influencers have crossed ethical boundaries, exploiting their young audiences inways that are not only concerning but, in some cases, downright harmful.
Influencer marketing for kids, when done poorly, can have severe consequences for both thechildren it targets and the brands involved. The issue lies in the inherent vulnerabilities of young audiences, who are not always equipped to discern commercial intent from personal expression. As a result, they may be more susceptible to manipulation, materialism, and unhealthy behaviors. Brands, on the other hand, risk alienating consumers, facing regulatory scrutiny, and damaging their reputations by engaging in marketing strategies that exploit children’s innocence for profit.
This op-ed will explore the ethical issues surrounding influencer marketing aimed at children, examine the consequences of poor implementation, and propose solutions for how brands can approach this sensitive demographic more responsibly. Through specific case studies and examples, we will uncover the negative impacts of poorly executed influencer marketingon kids and the long-lasting effects it can have on both their well-being and the reputation of brands involved.
The Vulnerability of Kids in the Digital Age
Children today are more connected than ever before. With access to smartphones, tablets, and social media platforms, they are constantly immersed in the digital world. According to a2021 report by Common Sense Media, children aged 8 to 12 in the United States spend an average of 4 hours and 44 minutes per day on screens, with older teens spending even more time. During this time, they engage with a variety of content, including entertainment, educational material, and—of course—marketing messages.
What makes children particularly vulnerable to influencer marketing is their lack of critical media literacy. Unlike adults, who have had years of exposure to advertising and have learned to recognize marketing tactics, children often do not understand the nuances of sponsored content. They may view influencers as peers or role models rather than paid promoters, which means they are more likely to trust and imitate their recommendations. When influencers promote products, particularly those that appeal to children—such as toys, snacks, or clothing—it can be difficult for young audiences to distinguish between an authentic endorsement and a paid advertisement.
Furthermore, children are often not capable of understanding the commercial nature of influencer marketing. They see influencers, many of whom are their age or seem like relatable figures, sharing products and experiences that appear genuine. The line between entertainment and advertising becomes increasingly blurred, making it easier for kids to be manipulated into wanting products they don’t need or even products that may not be healthy for them, all without fully comprehending the commercial agenda behind these endorsements.
In many cases, influencers can appear to be personal friends or role models to young audiences, who spend hours watching their videos or following their daily lives on social media. This parasocial relationship—the feeling of a one-sided friendship—can make it particularly challenging for children to understand that the influencer’s promotion of aproduct is not born from genuine enthusiasm but rather a commercial partnership.
Case Study 1: The Problematic Rise of “Unboxing” Videos
One of the most concerning trends in influencer marketing aimed at children is the rise of “unboxing” videos. These videos typically feature influencers opening toys, gadgets, or other products, often with exaggerated reactions of excitement and surprise. While these videos are highly entertaining for children, they also serve a very specific purpose: to encourage young viewers to want the same products they see being unboxed.
Take, for example, the case of Ryan Kaji, the young YouTube star behind the channel “Ryan’s World.” Ryan’s YouTube channel features him playing with toys, reviewing products, and opening various mystery boxes. As of 2021, Ryan’s World had accumulated over 30 million subscribers and earned millions of dollars in revenue. However, Ryan’s channel, like many other unboxing videos, frequently blurs the lines between content and advertising.
While Ryan’s World appears to be a family-friendly entertainment channel, the reality is that many of the toys and products featured in the videos are sponsored by major companies looking to advertise directly to kids. In fact, Ryan’s World has come under scrutiny forpromoting toys in a way that fails to disclose the commercial nature of the content. The videos are designed to look like fun, spontaneous playtime, but in reality, they are highly strategic, aimed at promoting specific products to children.
The ethical issue here is clear: Ryan’s audience—primarily young children—does not understand that the products featured in the videos are paid promotions. Instead of being marketed through traditional advertisements, which are subject to stricter regulations regarding advertising to children, the marketing is disguised as entertainment. The kidswatching Ryan’s unboxing videos are being subtly encouraged to ask their parents to buy thesame toys or products, fostering materialistic desires at an age when they are not fully equipped to understand the motivations behind these promotions.
Case Study 2: TikTok and Its Impact on Children’s Body Image
In recent years, TikTok has exploded in popularity among children and teenagers, with the app offering an endless stream of short-form videos on a variety of topics, from dancing to comedy to fashion. However, TikTok’s algorithm is also optimized to promote sponsored content, which often targets younger audiences. The platform is rife with influencers promoting products such as beauty products, weight loss supplements, and diet plans, all aimed at children and teens who are still developing their sense of self.
A particularly concerning example of influencer marketing on TikTok is the rise of “fitness influencers” who promote diet supplements and fitness programs, often under the guise of helping young people achieve “the perfect body.” This marketing is especially harmful because it preys on the insecurities of children and teenagers, who are at a highly impressionable stage of their development. Many of these influencers are not qualified experts in health or fitness, yet they promote products and regimens that claim to have life-changing effects on weight loss or physical appearance.
The danger of such marketing is multifaceted. First, it can foster unrealistic beauty standards and unhealthy body image ideals in young viewers. Many children and teens already face immense pressure to conform to social expectations regarding their appearance, and influencer marketing only exacerbates these pressures. Additionally, the promotion of weight loss products or supplements can lead to dangerous behaviors, such as restrictive dieting or disordered eating. Without proper context or guidance, these influencers—often without professional qualifications—are presenting dangerous ideas about health, beauty, and self-worth.
What makes this even more concerning is that TikTok has faced criticism for its lack of regulation when it comes to advertising targeting children. Unlike traditional TV commercials, which are subject to stringent rules about what can and cannot be advertised to kids, social media platforms like TikTok allow influencers to promote products directly to their followers, often without clear disclosures about whether the content is sponsored or whether theproducts being promoted are safe or appropriate for children.
The Consequences of Poorly Executed Influencer Marketing for Kids
When influencer marketing is done poorly, the consequences can be far-reaching and long-lasting. The most immediate effects are seen in the way children internalize the values they are exposed to through influencer marketing. These marketing strategies often encouragematerialism, body image issues, and unhealthy consumption habits, all of which can have alasting impact on a child’s mental health and well-being.
For example, studies have shown that children who are exposed to ads that promote materialistic values are more likely to develop a consumerist mindset as they grow older. They may place greater value on owning the “right” products, leading to issues like debt, dissatisfaction, and a sense of inadequacy. Furthermore, exposure to influencer marketingthat promotes unrealistic body standards can result in poor self-esteem, anxiety, and even eating disorders, especially among vulnerable children and teenagers.
The consequences for brands engaging in unethical or poorly executed influencer marketingcan also be severe. In today’s digital age, consumers—especially parents—are more informed and vigilant than ever before. If a brand is caught exploiting children through influencermarketing, it can face backlash not only from concerned consumers but also from regulatory bodies. In recent years, there has been increasing pressure on governments and regulatory agencies to address the issue of influencer marketing, particularly as it relates to children. Forexample, the Federal Trade Commission (FTC) in the U.S. has taken steps to enforce clearer disclosure rules regarding sponsored content, but more needs to be done to protect young audiences from manipulative marketing practices.
A Path Forward: Ethical Influencer Marketing for Kids
To prevent further harm, brands need to adopt more ethical practices when engaging ininfluencer marketing aimed at children. There are several key principles that can guide more responsible influencer partnerships:
- Clear Disclosures: Influencers must be transparent about sponsored content. Children must be able to easily understand when a post is an advertisement. Clear labeling, such as the use of hashtags like #ad or #sponsored, can help achieve this.
- Age-Appropriate Content: Brands should ensure that the products being promoted are age-appropriate for their target audience. For instance, marketing diet pills to young children is not only unethical but also dangerous.
- Collaboration with Responsible Influencers: Brands should collaborate with influencers who have a demonstrated commitment to promoting positive values and who take their responsibility to young audiences seriously. Influencers who prioritize authenticity, honesty, and well-being over materialistic goals should be prioritized.
- Education and Media Literacy: Brands and influencers can play a role in educating young audiences about the difference between entertainment and advertising. Encouraging critical thinking about advertising practices can help kids better understand the content they consume.
- Stronger Regulations: Governments and regulatory bodies need to enforce stricter regulations regarding influencer marketing aimed at children. Clear guidelines must be set on what constitutes ethical influencer marketing for minors.
Influencer marketing targeted at children is a powerful tool that can drive engagement and brand loyalty, but when done poorly, it has the potential to cause significant harm. Brands must be mindful of the vulnerability of young audiences, taking care to avoid exploiting their innocence for commercial gain. By embracing ethical practices, ensuring transparency, and collaborating with responsible influencers, brands can use influencer marketing to foster positive relationships with children, while avoiding the detrimental effects of manipulation, materialism, and body image issues. In a digital world where kids are more connected than ever, it is essential that we protect them from the harmful effects of poorly executed influencer marketing and prioritize their well-being above profit.
