"Exploring 'Kidfluencing': A Discussion on the Advantages and Disadvantages of Sharing Content involving Children"
In the digital age, a new trend known as kidfluencing—where parents share images or videos of their children on social media to build audiences and attract brand deals—is gaining momentum in Ireland. This practice, part of a growing €33 billion global market, can offer opportunities and income for families, but it also raises concerns about the impact on children's well-being, privacy, and ability to give informed consent.
One of the notable figures in this trend is Julie Haynes, known as Twins and Me on social media. With a following of over 400,000 across Instagram and TikTok, Ms. Haynes shares her life as a single mother to her seven-year-old twins. She started posting family-related content to present a more realistic version of parenting than what is often portrayed online. Ms. Haynes' content has reached up to 100,000 eyes on Instagram and up to a million eyes on TikTok, and brand partnerships from her social media content have helped support her family during difficult times.
However, not every parent approaches kidfluencing the same way. Broadcaster Síle Seoige, for instance, has chosen to stop sharing her children's images online when they turned three. This decision is in line with the French legislation, which requires brands to liaise with parents and ensures a percentage of the money made is put on trust for the child, and gives children a right to removal of personal data and images. France has become the first country to legislate in the area of child influencing, putting child influencers on the same legal footing as child models and actors.
The rise of kidfluencing in Ireland has sparked debates about children's rights and protections online. While there is no comprehensive legal regime tailored for child influencers yet, ongoing discussions suggest that Ireland will likely tighten regulations in line with international trends to protect children's welfare in digital spaces. Experts like Dr. Francis Rees from the University of Essex, involved in the Child Influencer Project, warn about the need for stronger safeguards to address commercial exploitation and the impact on children's privacy and consent.
The long-term impact of an online presence on adulthood is still unknown, according to child psychologist Colman Noctor. This underscores the importance of striking a balance between the creative and economic benefits of kidfluencing and the rights and protection of child influencers.
This evolving landscape is not without its success stories. 21-year-old filmmaker, Sean Treacy, launched his career off the back of creating YouTube videos from the age of 12. His early online presence has given him multiple opportunities, including in TV presenting and working with filmmakers.
As the world of kidfluencing continues to grow, it's crucial to ensure that the rights and well-being of children are prioritised, while still allowing for opportunities for families to share their stories and create content in a responsible and safe manner.
[1] Rees, F., & Cunningham, S. (2020). The Child Influencer Project: A study of child influencers on Instagram. University of Essex. [2] O'Connor, E. (2021). Kidfluencers: The new stars of social media. The Irish Times. [3] O'Sullivan, L. (2021). Kidfluencers: The rise of child influencers in Ireland. RTE News.
