I recently came across an interesting article from Lexing Belgium on the growing use of kid influencers by brands in Belgium. The article highlights a number of important legal and ethical considerations that every marketer should keep in mind before launching such collaborations.

My take from the key questions brands should ask themselves

Working with kid influencers is not just another influencer campaign. Brands need to consider whether:

• An official authorisation is required;
• The child's well-being and best interests are fully protected;
• All parental and image-right consents have been obtained;
• The promoted products are appropriate for a young audience;
• The commercial nature of the content is sufficiently transparent.

For the full checklist and legal framework, click here:

Kid Influencers: An Essential Checklist for Brands in Belgium

My take

Beyond regulations, I believe there is a broader conversation that the marketing industry needs to have. Just because a campaign is legally compliant does not automatically make it the right thing to do. Children are increasingly becoming content creators, spokespeople and, in some cases, brands in their own right. Their personality, image and daily life can quickly become commercial assets managed by adults around them. While this may create opportunities, it also creates responsibilities. As marketers, we often talk about authenticity, trust and responsibility. Kid influencers challenge us to apply those values consistently.

For me, the real question is simple: who benefits most from the collaboration? If the answer is primarily the brand, while the child is exposed to long-term visibility, pressure or commercial expectations they may not fully understand, then we should think twice.

The best campaigns involving children are not those that maximise reach or engagement. They are the ones that genuinely protect the child first and promote the product second. In the long run, that is not only better for the child. It is also better for the credibility, reputation and integrity of the brands behind the campaign.

As marketers, our role often overlaps with our own values, and with the values of the brands we represent. For me, that is probably the most important takeaway. Beyond performance metrics, reach and engagement, we have a responsibility to ask ourselves whether a campaign is truly aligned with what we stand for as professionals and as brands. If you are considering working with kid influencers, my advice is simple: take the time to understand the framework before launching the campaign. The article offers a useful overview of the regulations and key considerations to ensure your activation is not only compliant, but also responsible. When children are involved, doing things right matters even more than doing things fast.