The Child Labor in Social Media: Kidfluencers, Ethics of Care, and Exploitation

Kidfluencing, a social media business in which children serve as primary influencers of audience opinions or behavior, is a rapidly growing entrepreneurial phenomenon where parents build enterprises around the likability and antics of their children. Proponents argue that kidfluencing is simply monetizing the existing antics of kids, critics argue that it is child labor. We explore the ethical implications of kidfluencing through the abductive lens of four leading kidfluencer cases—Ryan’s World, Vlad and Nicki, Ninja Kidz, and The Bucket List Family—in light of the United Nations Convention on the Rights of the Child. Through a comparative case analysis of these four highly successful kidfluencing channels, we demonstrate both the ethical challenges as well as the trade-offs between rewards and rights risks within kidfluencing. We develop a model of five fundamental threats to the rights and freedoms of children involved in social media influencing, proposing a framework by which parents, platforms, and policy-makers can assess and regulate this industry. In so doing, we make contributions to the literatures of child labor and the ethics of care.