Children on the net: Media supervision wants to control “baby influencers” more closely

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The Bremische Landesmedienanstalt demands a comprehensive "netiquette" for influencers dealing with babies on the Internet.

There are no legal opportunities to intervene because, among other things, the youth employment protection law only applies to children aged three and over, according to a statement by the institution's media council on Wednesday.

As long as there are no legal regulations, all associations and agencies that represent and advise influencers must immediately commit themselves.

The media council is addressing influencers who pose with their babies on Instagram, advertise products on the side and use their toddlers for commercial interests.

"They can hardly be ignored in our media use", it said.

Against this background, the decision-making body of the Bremen State Media Authority calls for more attention to be paid to the personal rights of small children.

From the perspective of the Media Council, this includes four rules in particular: The face of under three-year-olds should not be shown in influencer marketing, and the real name should not be given.

Recordings from the children's room and photos in compromising positions may not be published.

"We shouldn't just stand by and watch over-commercialization of childhood"

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Media Council chairman Andrea Buchelt said: “We should not just stand by and watch over-commercialization of childhood.

The Internet forgets nothing. ”There is a big difference between toddlers, who are mostly anonymous in a very short TV commercial, and marketing their entire childhood on Instagram, where personal data is also shared.

In an article for the epd medien service, the director of the Bremen State Media Authority, Cornelia Holsten, recently called for safety for babies and orientation for influencers.

"Influencers who post baby photos accept that pictures and videos of children are linked to sensitive data such as date of birth, place of residence and full name," warned the lawyer.

"Ultimately, baby influencers are just a 'mindless tool' used by their parents."