Kidfluencers in need: When children suffer in the social media jungle!

Kidfluencers in need: When children suffer in the social media jungle!

In recent years, a new form of child labor has emerged that is less visible but no less worrying: the phenomenon of “kidfluencers”. These children create content on social media and reach a significant audience. According to Dr. Till Nierhoff, who did his doctorate on this topic at the FernUniversität in Hagen, says this type of child labor is often not recognized as such. A large part of the problems arise from the fact that the legal situation is clear, but the existing regulations are often not applied.

The working conditions of kidfluencers are complex. Parents who market their children as influencers act as both employers and legal representatives. They often give up their jobs to manage the “media family business”. In this context, Dr. Nierhoff on the popular YouTube channel “Miley’s World,” from which the family makes a living. In order to protect children financially, he advocates for special protection mechanisms, such as a fund for income from children's media work, to protect not the parents but the children.

Childhood psyche and public presence

The psychological stress that comes with working as a kidfluencer is another central issue. Nierhoff calls for more education and discussion about the effects on children's psyches. Children also face significant psychological pressure, compounded by the public nature of their activities. The child not only has to produce content but also meet the expectations of the audience. Dangerous pressure often arises between the desired success and the childlike innocence.

The risks of the digital world, including cyberbullying and sexual violence, are alarming. According to the D64 - Center for Digital Progress, child labor is generally prohibited within the meaning of the Youth Labor Protection Act (JArbSchG) in activities for remuneration or for economic purposes. Even if there are exceptions for artistic or cultural activities, these are often not clearly defined.

Regulations and challenges

The International Labor Organization (ILO) and UNICEF differentiate between light, permitted jobs and child labor, which includes employment below the minimum age. In Germany, any form of payment of wages for children under 15 is permitted only to a very limited extent, subject to specific approvals. The working hours for children are clearly regulated: children aged 3 to 6 are allowed to work for up to two hours a day, while children aged 6 and over can be employed for up to three hours a day. Various supervisory authorities are responsible for monitoring these regulations, but they often do not take sufficient action due to inadequate resources and weeks of processing time.

The example of 8-year-old Ryan Kaji, who was the highest-earning YouTuber in 2019 with $26 million, shows how lucrative kidfluencing can be. But it's not just the money factor that's important: Children between the ages of 7 and 13 should be involved with their parents when making decisions about their online activities, as they often cannot fully understand the implications of such publications.

The discussion about kidfluencers raises fundamental questions about the role of parents, who in many cases pursue a self-interest. D64 emphasizes the need for responsible use of social media and calls for increased government action to better support and protect both kidfluencers and their parents.