Social media
Influencers, sponsored posts and ads aimed at kids
Help your child recognise paid promotions, live-selling, unboxing videos and influencer marketing, and think critically about what they're being sold.
The short version
- Children often can't tell when a creator is being paid to promote something.
- Teach them to look for #ad, "sponsored" and "paid partnership" labels, and to ask "who benefits?"
- Watch for gambling, betting and get-rich-quick promotions aimed at young viewers.
Children's favourite creators often feel like friends. That's exactly why influencer marketing works so well on them. Unboxing videos, "haul" videos, game sponsorships and live-selling all mix entertainment with selling, and children often can't tell the difference.
Types of marketing kids see
- Sponsored posts and videos: a creator paid to feature a product
- Unboxing and hauls: opening and showing off products, often sent free by brands
- Affiliate links: creators earn money when viewers buy through their link
- Live-selling: live streams selling products, often with countdown pressure
- Game promotions: creators paid to play and promote games, sometimes with in-game purchases
- Gambling and betting promotions: sometimes disguised as games or "earning apps"
- Get-rich-quick schemes: crypto, trading, "online business" offers
Why it matters
- Children are more easily persuaded by people they admire.
- Pressure to buy can cause conflict at home.
- Some promotions are for products unsuitable for children, like gambling, vapes or diet products.
- "Limited time" and "only 3 left" tactics push quick decisions.
Teach them to spot ads
- Look for #ad, #sponsored, "paid partnership" or "includes paid promotion" labels.
- Notice discount codes and links: the creator likely earns from them.
- Ask: "Who benefits if I buy this?"
- Ask: "Would they say this if they weren't paid?"
Watch for red flags
- Online gambling promotions (online casinos, betting apps, "color games") targeting young viewers. See online gambling and teens.
- Promises of easy money: "earn ₱5,000 a day from your phone". See scams that target kids.
- Health and diet products: slimming teas, whitening products.
- Vapes and alcohol featured by creators popular with teens.
At home
- Watch a sponsored video together and talk about it.
- Set a rule for wish lists: wait a week before buying anything you saw online.
- Talk about money: how long would you need to save for this?
- Praise thoughtful decisions.
Kid creators
If your child wants to become a creator themselves, see my child wants to be a content creator.
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