Strengthen law against digital child labour

In many cases, the digital economy is a perceived lifeline for families struggling to make ends meet but in the process children are exposed to harm

- Letlhokwa George Mpedi & Tshilidzi Marwala

Scrolling through social media often reveals a troubling trend: the commodification of childhood.

Across platforms, South African children are increasingly featured in monetised content, from baby fashion showcases and toy unboxings to preteen dance trends and family video blogs (vlogs).

Many of these “kidfluencer” accounts, typically managed by parents or guardians, generate substantial income through brand partnerships and online followings.

Although such digital content may appear harmless, even entertaining, it raises serious concerns about consent, exploitation, privacy and the psychological effects of growing up in the public eye.

This presents a legal and ethical challenge. South Africa’s legal frameworks, like those in many countries, are designed to regulate physical labour. They have not evolved to address the complexities of the digital economy, where children do unpaid or underpaid work, often without informed consent or sufficient oversight. These children usually lack meaningful agency and legal protection, falling into a regulatory grey zone.

The dangers are not speculative. Documentaries such as Child Star and Quiet On Set: The Dark Side of Kids TV have exposed the long-term harm faced by children pushed into public roles without adequate safeguards.

These cautionary tales resonate in the South African context, where economic inequality and limited opportunities may push families to monetise their children’s digital presence as a survival strategy.

South Africa’s Basic Conditions of Employment Act (BCEA) prohibits the employment of children under the age of 15, with exceptions granted in the performing arts. It also outlines protections for children aged 15 to 18, barring their involvement in hazardous work.