In Brazil, there's a growing trend of young 'influencers' gaining significant popularity and earning substantial income on social media. They primarily promote online 'get-rich-quick' schemes to their peers, and some generate revenue from platforms like TikTok and Kwai. This phenomenon arises from the convergence of children from impoverished backgrounds dreaming of wealth and fame, and the vested interests of their families and agencies seeking to capitalize on their potential.
A representative case is 14-year-old Guilherme, who lives in Santa Rita do Sapucaí, Brazil. He sells candy on the streets and posts videos of his daily life on social media. As of February, his follower count on Instagram, Kwai, and TikTok exceeded 2 million. His videos generate up to 6,000 reais (approximately $1,000 USD) per month, a figure well above the average adult income in Brazil. Guilherme's manager, Yuri Araújo, has ambitious plans to groom him into "Brazil's new MrBeast."
Illegal Child Labor Controversy and Platform Evasion of Responsibility
However, the activities of these child influencers are sparking controversy over illegal child labor within Brazil. Brazilian law prohibits children under 16 from engaging in labor without court permission, with very limited exceptions for activities recognized as 'artistic work.' Guilherme is also working without legal labor authorization, and according to his manager, TikTok and Kwai did not verify his labor permit before monetizing his accounts.
In response, Luiza Carvalho Rodrigues, coordinator of the Rights of Children and Adolescents at the Brazilian Labor Prosecutor's Office, expressed concern, stating, "The law aims to protect children and adolescents and ensure they can enjoy each stage of life at the appropriate time. These children's brains are still developing."
As the controversy intensified, TikTok temporarily suspended Guilherme's account from its 'Creator Rewards Program,' and Kwai closed his account. TikTok stated that it is "implementing additional measures to prevent similar cases from occurring," but has appealed against a labor court ruling that found it liable for child labor exploitation. Kwai claimed that it "does not collaborate with child influencers in any way" and clarified that it requires parental consent for users aged 13 to 17. Meta, the parent company of Instagram, declined to comment on the commercial activities of underage creators.
Social Media: Emerging as a New Form of Informal Labor Market
Experts point out that platforms like Instagram are transforming into informal labor markets for both adults and children in Brazil. According to research by DeepLab, approximately 27 million Brazilians use Instagram for commercial purposes, and Brazil had the largest number of social media influencers globally in 2024.
Wagner Alves-Silva, an anthropologist at DeepLab, analyzed, "Since the pandemic, there has been a migration from informal labor to digital labor. Instagram is not a network designed for work, but it has transformed into that in Brazil."
Children's Dreams, Parents' Desires, and Platform Responsibility
The success stories of young influencers on social media significantly impact their peers, who actively participate in content creation to realize their dreams of early parental retirement and becoming wealthy themselves. Some parents actively support their children's success, even taking digital marketing courses together or helping them set up accounts.
Thirteen-year-old Vanessa earns income by selling digital marketing courses on Instagram with her mother's support. She spends time writing video scripts after school and dedicates most of her weekends to content creation. She dreams of becoming her own boss through online marketing.
Fourteen-year-old Fabrício is gaining popularity by sharing tips on creating viral content. His father, based on his past experiences working in difficult conditions, hopes his son will succeed through social media. He positively assessed his child's online activities, saying, "If children don't work, they become unproductive."
Emphasis on Society's Collective Duty of Protection and Platform's Ethical Responsibility
The Brazilian judiciary has been strengthening its oversight of artistic labor by minors since 2022, and in October 2023, it fined TikTok for allowing the monetization of children's accounts. The court emphasized in its ruling that "the protection of children is the duty not only of the family and the state but of society as a whole."
Experts argue that social media platforms should not evade responsibility for the potential risks faced by children. They point out that algorithms indiscriminately amplify children's content, and monetization systems contribute to child labor. There is a growing demand for platforms to strengthen safety measures for child users and take proactive steps to prevent illegal child labor.
While Guilherme's story reflects the transformative power of social media and inspires others, it also illustrates the light and shadow of the child influencer industry. Gaining immense wealth and fame at a young age may seem appealing, but it's crucial not to overlook the potential for the infringement of children's rights and their exploitation in the process. Brazilian society is at a point where it needs to deeply consider how to harmoniously balance the healthy growth and development of children with the new opportunities of the digital age.
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