Child Influencer Project - Ireland and the UK

About the research

The Child Influencer Project researches the phenomenon of child content on social media platforms, such as Youtube, TikTok and Instagram. Child performers such as child models and actors in traditional media industries are protected, but not in the multi-million dollar influencer marketing industry. This labour stems from socially normalised forms of digital parental sharing (sharenting), which results in performative child content that gains sufficient attention (usually through an audience or following) to attract brand endorsement and/or affiliations (goods/services/payment). This shortfall exposes child performers to a range of potential risks that are not provided for through any current regulatory safeguarding provisions, or practical procedures or guidelines to mitigate these risks within the advertising industry.  
 
Therefore, the Project is working with policymakers, brands and parents to raise awareness of opportunities for best practice and reform for children working in this industry. The Project has employed surveys, interviews and observations across the Republic of Ireland and the UK in order to evidence these risks and consider ways to address them.
 
The Project evidences 20 potential risks facing children in this environment, grouped across 6 categories;

• Financial risks
• Risks to their education
• Health & Safety considerations
• Family disruptions
• Negative effects on their identity
• Impacts on their dignity

New digital safeguarding toolkit

Dr Francis Rees from The Child Influencer Project will be launching the ‘Kids as Content’ digital safeguarding toolkit on 19 May 2025 at 2pm at the Offices of the Children’s Ombudsman for Ireland.

The toolkit presents the risk categories through the lens of 6 fictional children, describing the content activities and then exploring why these might involve risks, as well as how to mitigate or minimise the potential risks of harm.   

The toolkit would act as an aid/guide for parents involved in sharenting and/or family influencer activities, evidencing best practices and safeguarding considerations. It also can act as a guide to inform them about their own rights when contracting with brands and agencies.  Similarly, the toolkit can act as an industry guide to best practice considerations and action points.

Funding

This project is funded by the International Impact Fund and Enterprise Project Fund.