AiMCO Develops Information Sheet For Working With Child and Family Influencers
The Australian Influencer Marketing Council (AiMCO) has announced the launch of a landmark, Australian-first information sheet, the 'Engaging Child and Family Influencers Industry Information Sheet', for brands and agencies looking to engage with the burgeoning child and family influencer sector.
AiMCO’s Best Practice Child and Family Influencer Working Group has developed the information sheet that outlines best practice for influencers, agencies and brands when engaging child and family influencers as part of an influencer marketing campaign in Australia.
The first-of-its-kind information sheet was developed after the Working Group identified a critical gap in the protection of child/family influencers and creators, where the same safeguards applicable to children working in entertainment should be applied to the unique scenarios in influencer marketing. This will assist in ensuring that brands, talent agents, technology providers, and legal guardians are considering child protection matters when children are featured in any influencer marketing content.
AiMCO managing director Patrick Whitnall said, “Children working in entertainment, which includes advertising, are protected by laws and regulations in Australia.
"Awareness and education are required for our members to review how these could be applied to the influencer marketing space, which is something we felt was critically important to address.
“More than 275,000 creators are classified as parenting or family influencers in Australia. This group of creators, which makes up one in five of the creator economy locally, are growing rapidly in popularity for brands seeking to align with their engaged audiences. However, the industry needs a best practice information sheet to ensure safeguards for both children and brands.
“Influencer marketing campaigns can be distinguished from other advertising activities because the creation of influencer marketing content often operates within a child’s private home, and when the child’s sole workplace guardian is the parent or legal guardian. This often results in brands and agencies having little to no direct oversight into the content creation process which occurs in the child’s home environment.
“This information sheet provides what we consider to be best practice that could be applied. We are recommending that our members consider these in their contracts and briefings to bring awareness and education to legislation that currently only applies to photography, film and TV sets.”
AiMCO and the working group reviewed regulatory frameworks and guidance to develop the information sheet, including from the Child Employment Authority, the NSW Office of the Children’s Guardian and other state and territory authorities, the National Children’s Commissioner, the Australian Association of National Advertisers, and existing legislation such as the Children’s Guardian Act and Code of Practice, as well as AiMCO’s own Influencer Marketing Code of Practice. The group also considered global work, examining best practices and developments in this space overseas.
The information sheet sets out recommendations to brands and businesses when considering working with and including children in their brand collaborations.
The AiMCO Best Practice Child and Family Influencer Working Group brings together extensive experience in influencer marketing and in ensuring responsible engagement between children and brands.
Members include Sarah Fischer Letts, head of creative and strategic partnerships at Hoozu, Jess Kay, head of production at Talentpay, Tegan Boorman, founder at Social Law Co and AiMCO chair, and Courtney Barlow, marketing communications and content manager, Ego Pharmaceuticals.
Commenting on the information sheet, Ego Pharmaceuticals’ Courtney Barlow, said, “As a result of being involved in the Working Group and investigating the complex and critically important area of child protection and welfare, we will look to adapt our processes when engaging family influencers.
"The child and family influencer sector is not only new to marketing, it is rapidly growing, and it’s important as brand marketers that we adopt best practice and comply with responsible marketing activity. I’m sure this information sheet will be an invaluable resource for brands and agencies, as well as influencers themselves.”
This information sheet is the largest best practice undertaking by AiMCO to date. It follows a series of new resources for the influencer marketing sector, including the Taxation and Compliance, the Influencer Marketing Code of Practice, Measurement and Metrics Best Practice, plus the Therapeutic Goods Advertising and Responsible Alcohol Advertising, and the Best Practice to Gifting information sheets.
Patrick added, “The past year has seen unprecedented expansion in our sector across Australia, with the influencer marketing sector forecast to reach almost $1 billion this year. This evolution has elevated our industry, necessitating new levels of professionalism that builds confidence and trust in our sector."
