Dutch Government Considers Ban on Paid Child Influencer Content
The Dutch government is considering legislation to make it illegal to use children under 16 in paid social media content, framing such practices as a form of child labour. Minister for Work and Participation Thierry Aartsen argues that when children become central to monetised content, they risk losing their privacy and developing negative self-images shaped by commercial pressures. This proposal comes as Australia enforces its under-16 social media ban and other countries, including the United Kingdom, adopt similar measures.
The Rise of Child Influencers
Child influencers are increasingly featured in family vlogs, toy unboxing videos, gaming streams, and branded posts. A prominent example is Ryan Kaji, who began reviewing toys on YouTube at age four. By 2024, his channel “Ryan’s World” had grown into a major commercial brand spanning toys, clothing, films, television content, and sponsorships. The channel boasts over 40 million subscribers, with estimated annual earnings of approximately US$35 million (A$51 million). Research indicates that children often perceive influencers as more trustworthy and relatable than traditional advertisers, limiting their ability to recognise persuasive intent. Influencer content integrates advertising into entertainment formats, blurring the line between play and promotion. Content created by paid influencers attracts, on average, nearly ten times as many likes per video as unpaid content, and can go viral due to large follower counts boosting initial exposure.
Regulatory Gaps in Australia
The Dutch government’s decision highlights a regulatory gap in Australia. Australian laws do not adequately address the growing use of children as revenue sources by companies or their own parents. Each state and territory has different rules governing child employment, with most jurisdictions restricting paid work for children under 13 or 15. In New South Wales, employers must obtain authorisation from the Office of the Children’s Guardian to engage children for entertainment, performance, filming, or still photography if the child is under 15. For modelling, this applies to children under 16. Conditions include compliance with legislation and a code of practice, with strict rules on working hours, supervision, rest breaks, and child protection. However, when parents create content featuring their children for paid partnerships, it becomes unclear whether the child is an employee or simply participating in everyday family activity. This creates a “grey area” where legal protections may not automatically extend to child influencers.
ACCC Raises Concerns
The Australian Competition and Consumer Commission (ACCC) has acknowledged the growing role of children in the influencer economy and raised concerns about privacy risks, online harassment, and lack of labour protections for “kidfluencers” appearing in commercial content.
Australia’s Social Media Ban
Australia’s ban on social media for under-16s came into effect on December 10, 2025, aiming to protect young people from addictive platform features and harmful content. However, the ban is proving difficult to enforce, with more than 60% of children still using social media. UNICEF Australia argues that improving online safety, rather than delaying access, is a more effective approach.
Alternatives to a Blanket Ban
Instead of adopting a blanket ban, Australia could extend child labour protections to digital environments by classifying children’s participation in monetised content as a form of digital labour under the child employment code of practice. This would require parents and talent agencies producing monetised child-centred content to comply with government conditions on the duration and type of work children can undertake. The ACCC and Australian Association of National Advertisers (AANA) could also require social media platforms to clearly disclose sponsored content involving minors and provide greater transparency around such content. Additionally, the eSafety commissioner should expand media literacy initiatives to equip parents and carers with the knowledge, skills, and tools needed to make informed decisions about children’s involvement in monetised, child-centred content.
