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The Times

Work or play? The rise of online ‘kidfluencers’ is raising complex legal and ethical questions

  • Written by Irmine Keta Rotimi, Doctoral Candidate, Marketing and International Business department, Auckland University of Technology

Videos of children opening boxes of toys and playing with them have become a feature of online marketing – making stars out of children as young as two.

Twelve-year-old influencer Ryan Kaji, for example, earns US$30 million a year on YouTube leading one of the most popular children’s channels. His empire was built on toy unboxing.

An...

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