As the world of social media influencers continues to expand, certain high-profile cases have brought the issue of mum influencers exploiting their children into the spotlight. These cases serve as cautionary tales, highlighting the potential dangers and ethical pitfalls that come with blurring the lines between personal family life and commercial partnerships. It is important to note that while the spotlight has indeed centred on ‘mum’ influencers this discussion cannot go forward without acknowledging, that we should be shaping the discussion on the way PARENTS create content online.

Mum influencers have become a powerful force in the influencer landscape. They provide a glimpse into the daily lives of mothers, discussing topics such as parenting tips, family dynamics, and the challenges of balancing work and family life. Initially, many followers were drawn to these influencers for their relatability and authenticity. This has created an opportunity for dads to also partake in the ‘business’ of family influencing as many people yearn for the whole family picture, which brings a non-traditional demographic of followers and thus an expansion of interest and growth of followers, and thus bringing the allure of financial opportunities.

As followers increase, family influencers often receive offers from brands seeking to collaborate. This is where the ethical dilemma arises – how far is too far when it comes to integrating children into sponsored content? While some collaborations may involve innocent and genuine family moments, others might push the boundaries, putting children in situations that prioritize profit over their well-being. It is essential to differentiate between content that genuinely celebrates parenthood/ family and content that exploits it. Sharing heartfelt stories, documenting milestones, and discussing the challenges of parenthood and family dynamics can be informative and supportive for other parents. However, the line blurs when children are consistently used to endorse products and/ or services in a way that feels forced or invasive.

Children of influencers often have their lives documented from birth, which raises concerns about their privacy. As they grow older, they might not consent to having their childhood experiences permanently etched into the online realm. The potential impact on their mental and emotional well-being as they come to grips with their digital footprint is a significant consideration. We all have that embarrassing childhood picture that parents have on the wall or in a photo album, however that is in the confines of their home and whose eyes view them can be monitored. The tricky nature of the internet removes that possibility. With visibility comes risk. Publicly showcasing one’s life includes exposure to not only praise but also criticism and negativity. Children that have an online presence in the capacity of being influencers can become targets of online trolls or even predators, who might misuse their images or information. Protecting children from these potential dangers should be a priority for any parent, online or offline.

My previous point made on children of influencers being documented from birth begs reflection on the concept of consent. This can be viewed in many ways; however, the notion of consent becomes murky when children are too young to understand the implications of their online presence. While some influencers argue that their children enjoy being part of the content creation process, it is challenging to gauge how much choice a young child truly has. Blurring the lines between what is a personal family moment and what is a scripted advertisement can complicate this matter further.

As family influencers grapple with this dilemma, there’s an increasing call for responsible content creation, and thus drawing clear boundaries between what is acceptable and what crosses the line into exploitation. Making conscious decisions about the type and frequency of content involving children and avoiding situations that compromise their well-being for the sake of likes, shares, and sponsorship should be paramount, but in many ways, this does not always seem to be considered. There are many examples that come to mind, but for this blog entry I will use a particularly shocking case. In 2020 YouTubers Myka and James Stauffer faced backlash after publicly announcing the decision to “rehome” their adopted son with autism. The Stauffer family, known for their parenting content, had initially garnered support for their adoption journey. The family seemed like any other online family that people aspired to be like. They had four biological children and presented their happy loving family for all to see. However, the revelation that they had monetized the adoption process through sponsored content and merchandise raised concerns about the child’s well-being and whether he was being exploited for financial gain. The backlash following their announcement saw them lose thousands of followers. While there were numerous followers and news outlets that spoke out against the Stauffer’s actions, there was little commentary that focused on the impact that the ‘rehoming’ of their adopted son had on him or their other children. The children should have been at the centre of this story but instead they were pushed to the side.

This blog entry servers as poignant reminders of the potential pitfalls in the world of family influencers and their children. While some cases may involve genuine oversight, it’s essential for influencers and brands to exercise caution and ethical responsibility when involving children in their content.

As influencers strive to maintain authenticity while navigating commercial opportunities, it is crucial that they strike a balance between sharing genuine family moments and protecting the well-being, privacy, and dignity of their children. In a landscape where the line between public and private blurs, parent influencers must remember that their children’s well-being is paramount. Instead of exploiting their children for financial gain, fame and clout.