Summary
Skincare brands are working with very young influencers on TikTok, some as young as 12 or 13, who promote skincare products to their followers. Regulators in Italy are investigating these practices because they may target children with products that are not meant for their age group using marketing methods that are unclear and possibly misleading.Key Facts
- Young influencers aged between 10 and 16 share videos showing skincare products they receive for free from brands.
- The Italian Competition Authority is investigating brands including Benefit and Sephora, owned by LVMH, for marketing anti-ageing products to children under 10.
- Companies may not clearly state that some products are not intended for young children.
- Some skincare brands run ambassador programs for influencers aged 13 and older, offering free products and early access to new items in exchange for promotions.
- US brand Evereden allows influencers under 18 with parental permission and encourages young people to participate in promoting its products.
- Bubble, another youth skincare brand, had an ambassador program for children as young as 13 but raised the minimum age to 16 recently.
- There are concerns that these influencer marketing practices exist in a legal grey area and may exploit children.
- Brands say they cooperate with authorities and follow regulations but details of marketing and influencer recruitment remain under scrutiny.
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