The government should introduce legislation to protect influential people on social media from exploitation, according to lawmakers.
The rise of influential people has created a new channel for the UK’s creative industries and boosted the UK economy, but also brought significant risks, said the House of Commons’ Committee on Digital, Culture, Media and Sport.
Julian Knight, the conservative chairman of the commission, said the phenomenon had exposed influential people and their followers to harm.
“Raising the culture of influencer online has brought significant new opportunities for the creative industries and boosted the UK economy,” he said.
“However, as is often the case when social media is involved, if you dig beneath the shiny surface of what you see on screen, you will find a completely darker world where both influential people and their followers are at risk of exploitation. and injury online ”
Influencers produce content on platforms such as YouTube, Instagram and TikTok for followers who often face millions. The biggest influencers in the UK include Zoe Sug, a fashion and beauty vlogger with 4.9 million YouTube channels, Brooklyn Beckham and a march of contestants in reality shows such as Love Island.
However, the report raised specific concerns about children, the payment of influential people and the disregard for advertising guidelines, which require creators to inform consumers when they are paid to publish.
MEPs have expressed concern about influential children, or “kidfluencers”, who earn income through sponsorship and partnership with brands. The content is aimed primarily at other children, and because the minimum age for an Instagram account or YouTube channel creation is 13, many of these accounts are managed by parents. Children also participate in content from influential people for the family or parents.
According to an estimate, there are at least 10,000 influential parents in the United Kingdom, and one witness told MEPs that the United Kingdom is “remarkable” in the distribution of influential children.
However, the commission said it had heard fears from witnesses that some children were being used by parents to take advantage of the lucrative market to influence children and families.
The report recommends that the government “urgently” address the gaps in child labor in the United Kingdom and the representation provisions that leave influential children unprotected. The new legislation must include provisions on working hours and conditions and protection of the child’s income.
“We are deeply concerned that the lack of action in the thriving influential market will lead to the exploitation of even more children in the industry,” the report said.
The report also addresses a key source of influential people: being paid by brands to promote their products. This practice has given rise to warnings from the UK Advertising Supervisory Authority, which is concerned that some influential people do not recognize when they are paid to promote certain content.
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The report recommends that the Advertising Standards Authority be given the legal power to enforce its codes, which prohibit the publication of a paid publication and not to declare that it is advertising. Currently, the organization can “name and shame” violators, but not fine them. The report also recommends that the competition authority, the Competition Authority and the Markets be given greater powers to enforce consumer protection law.
Although the impact of social media is a thriving business – with global marketing revenue expected to grow from $ 6 billion in 2020 to $ 24 billion by 2025 – the report warns that pay is inconsistent for the vast majority of British influencers.
The commission called on the government to launch an investigation into the pay of influential people. “The government needs to study pay standards and market practices of influential people. This should cover the various revenue streams available to influential people, including transactions between influential people and third parties, as well as revenue-sharing mechanisms from the main social media platforms.
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