Today, as the most common and perhaps the most powerful form of marketing, brands prefer the method of collaboration with people who have a high social impact with their number of followers and popularity. Advertisements made with the agreement of the person with this unmediated, boss-free brand also provide a very serious income. Many people in our country and in the world are doing “influencer” with social media tools, especially YouTube and Instagram. However, we often witness that the individual rights of children in these contents are ignored.
The Dutch government has announced that it has made legal arrangements to protect children against “influencers” promoting products on social media platforms. Secretary of State Dennis Wiersma expressed his thoughts on influencers’ contribution to child exploitation.
Dutch Government’s work to protect children announced
Dutch Minister of State for Social Issues Dennis Wiersma spoke about child labor and child exploitation in internet promotions in a television program he attended recently. Minister Wiersma said that children have become a commodity in vlogs on YouTube or product promotion posts on Instagram, revealing a hidden problem of child labor and child exploitation.
In the Netherlands, special permission from the Social Affairs and Labor Inspectorate (SZW) is required in order for children under the age of 13 to appear in a commercially profitable position in television programs or advertisements. However, there is no such permission for the children of families who produce content on social media platforms and earn income from it, children become advertising material for their families. Minister Wiersma draws attention to the fact that the posts are carried out without permission from the official authorities and that child labor and child exploitation in this area are hidden.
Sanctions will be imposed on both families and brands
The Dutch government will make new regulations prepared for children’s individual rights and protection from exploitation. It will continue its work in communication with parents, pedagogical experts and other relevant institutions/organizations.
With the regulation prepared by the SZW Inspectorate, a national hotline and hotline will be established from the beginning of the year. Complaints about child exploitation on social media will be reported to the relevant institutions through this line. When an inappropriate situation is detected, both influencers that make children a tool and advertising companies will be sanctioned.
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