This phenomenon has not escaped children, who use the networks to express themselves, generate content and, also in many cases, work hand in hand with brands.To publicize in depth the rights and duties of minors as content generators and the leading legal aspects to be taken into account by brands and parents.
It is recommended that the relationship between the ‘influencer’ and the brands be regulated in writing and a contract since the absence of a document is the leading cause of problems, claims and non-compliance.
The new guide includes the regulations applicable to children’s activity on the Internet and their relationship with brands, with specific recommendations on the generation of content about toys, food or video games, and aspects related to their intellectual property and that of third parties. It includes a decalogue, among which are the following recommendations:
- Differentiate advertising, including elements that clearly warn when content is being created and when a product or brand is being promoted.
- The ‘influencers’ who promote toys must indicate that the content has been sponsored, given away or paid for by the brand so that the minor understands that it is advertising content.
- It should not be promoted or presented unhealthy eating habits or lifestyles, and risk situations should be avoided.
- Care for the image rights of minors, both of the ‘influencers‘ themselves and third parties.
- The minor ‘influencers’ must be respectful of the intellectual property of third parties.