Pravna zaštita djece u digitalnom okruženju: djeca influenseri (Kidfluencers)
Legal Protection of Children in the Digital Environment: Children Influencers (Kidfluencers)

Author(s): Maja Čolaković, Marko Bevanda
Subject(s): Law, Constitution, Jurisprudence, ICT Information and Communications Technologies
Published by: Правни факултет Универзитета у Источном Сарајеву
Keywords: Internet; Child labor; Sharenting; Privacy; Personal data;
Summary/Abstract: Since they have the excellent skills with modern telecommunication means and technologies, new generations - children of the digital age- are increasingly frequent participants in electronic legal transactions. They appear not only as consumers, but also as a service providers. By creating media content on social networks, some of them have become globally famous and influential people - influencers (kidfluencers). They promote various products and services from different companies to their followers and generate impressively large profits. This category of children also include children of preschool and early school age, introduced to the virtual world by their parents. The phenomenon of kidfluencers opens numerous legal issues and warns of real danger of violation of children's rights. This paper focuses on two. The first is the issue of child labor e.g. the exploitation of children at the earliest age by their parents for the purpose of making a profit. At the same time those children have been exploited by companies that advertise their brands through children's content on the Internet and not always consistently following marketing rules. Another important issue is the protection of kidfluencers's rights to privacy and freedom of expression, opinion and information, The phenomenon of sharenting, parents' sharing of various information about their children on social networks, which, encroaches on the child's privacy, personal data and informational self-determination, is showing more and more negative consequences. When parents do it for a profitable purpose, than such actions have a special weight. According to experts' predictions, this segment of the influencer industry will grow even more strongly. Therefore, urgent normative action is needed, in order to eliminate the danger of violation the rights of children in the digital environment, especially the kidfluencers's rights. Activities that have already been undertaken internationally and in certain national legislations show that this danger is taken very seriously.

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