An element of exploitation': the world of TikTok child skincare influencers

"The Italian Competition Authority (AGCM) is investigating the beauty brands Benefit and Sephora after they appeared to adopt a particularly insidious strategy of using young influencers to market skincare to children."

"LVMH said that it, Sephora and Benefit would fully cooperate with the authorities but declined to comment further. All the companies reaffirm their strict compliance with applicable Italian regulations."

"An investigation by the Guardian found numerous videos of young people thanking brands for products they had received. It identified ambassador programmes open to children as young as 13, offering free products in exchange for promotional content online."

Young influencers, some as young as 13, are increasingly promoting skincare products through social media, often receiving free items from brands. Dermatologists warn that children do not require most skincare products, and regulators are concerned about the legality of these marketing practices. The Italian Competition Authority is investigating brands like Benefit and Sephora for potentially misleading marketing strategies targeting children. These brands may have failed to clarify that their products are not intended for young users, leading to ethical and legal questions surrounding influencer marketing in the skincare industry.

Read at www.theguardian.com