Commercialisation of kids and their acts

The rise of kidfluencers sparks debate on creativity, consent, and commercialisation in the digital age

- Gita Hari

Children today are far from being compliant audience of digital media; they are increasingly active participants in content creation. From dance, music, food and travel to DIY projects and fashion, child influencers have emerged as one of the most visible for brand promotions.

Account managers

The Indian Influencer Governing Council (IIGC) is a self-regulatory organization committed to fostering transparency, accountability, and ethical standards in influencer marketing. By uniting influencers, brands, agencies, and digital platforms across India, the Council establishes guidelines that promote authenticity, responsible content creation, and fair collaborations. Their mission is to ensure a thriving digital ecosystem where audiences are protected, creators are empowered, and businesses engage in ethical and innovative marketing practices.

Digital Personal Data Protection Act (DPDP Act) 2023 necessitates platforms to acquire verifiable parental consent for users under 18 to process their personal data. This implies those under 18 require parents' permission to create accounts and use services. It also empowers parents to wield control over children's access.

According to Bandura's Social Learning Theory, children learn behaviours, attitudes, and skills through observation and imitation. Creating content may therefore promote creativity, communication skills, and self-efficacy when children receive constructive guidance and positive modelling from caregivers.

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