Influencer Marketing For Kids: Key Insights For Brands

At the ANA Advertising Law Conference in Scottsdale, a panel of legal, policy, and platform leaders offered a rare, practical look at how brands are adapting to heightened scrutiny around children’s advertising, influencer marketing, and online safety.

The session, moderated by Allison Fitzpatrick of Davis+Gilbert, brought together:

• Rukiya Bonner, Director of the Children’s Advertising Review Unit at BBB National Programs
• Katie Goldstein, Global Head of Policy and Regulatory Affairs at SuperAwesome
• Pamela Lin, Senior Counsel at Warner Bros. Discovery

Rather than focusing on abstract compliance theory, the discussion centered on how brands are actually changing behavior in response to platform risk, FTC expectations, and evolving state and federal laws.

Platform risk is shaping creative decisions

The panel opened with a candid discussion of TikTok and similar platforms, particularly the tension between reach and risk when younger audiences are involved.

“We avoid content like sing-alongs or dance challenges that could unintentionally attract younger users,” Lin explained. “It’s essential that younger audiences are not pulled into environments where they may encounter content that is not designed for them.”

The takeaway was clear. Compliance decisions are increasingly happening upstream, at the level of format selection and creative design, not just disclosures after the fact.

Goldstein added that platforms and brands are moving away from audience targeting entirely in kids’ environments.

“Our role is to make sure ads appear alongside age-appropriate content that has been thoroughly vetted,” she said. “That protects privacy and creates a safer digital experience for kids.”

COPPA 2.0 is accelerating a privacy-first shift

Much of the discussion focused on COPPA 2.0 and the broader movement away from data-driven advertising for children and teens.

“Regardless of whether COPPA 2.0 passes in its current form, the direction is clear,” Bonner noted. “Children’s advertising is moving toward stronger privacy protections across the board.”

SuperAwesome’s response has been to lean into contextual advertising models that target content, not users.

“Brands need to move now toward privacy-first advertising,” Goldstein said. “Waiting for legislation to pass is risky. The expectations are already changing.”

State laws are changing product and experience design

Panelists also highlighted how state-level legislation is reshaping digital product design for minors, particularly laws aimed at addictive features.

Lin described Warner Bros. Discovery’s focus on pro-social design and partnerships.

“Our work with organizations like the Anti-Defamation League has centered on promoting inclusion and anti-bullying,” she said. “That kind of collaboration matters when you are designing experiences for younger audiences.”

The message was consistent. Compliance is no longer limited to disclosures or terms. It now includes how platforms handle scrolling, notifications, autoplay, and engagement loops.

Influencer marketing for kids requires different rules

When the discussion turned to influencer marketing, the panel emphasized that traditional disclosure practices often fail when the audience is young.

“We use very direct, child-friendly language,” Lin said. “Disclosures like ‘Cartoon Network paid me for this video’ are simple, but they work.”

Goldstein echoed the need for redundancy.

“We recommend both audio and visual disclosures for child-directed content,” she explained. “Kids should not have to infer that something is an ad.”

The consensus was that clarity matters more than formality when the audience may not understand marketing conventions.

Immersive platforms raise new disclosure challenges

The panel also addressed advertising in immersive environments such as Roblox and the broader metaverse.

“To avoid direct promotion, we recommend making branded items distinct from real-world products,” Goldstein said. “Changes in color or design can make it clear that the experience is not an ad for something you can buy.”

Bonner emphasized transparency even in virtual worlds.

“Labels like ‘brought to you by [Brand]’ help children understand what they are engaging with,” she said.

AI is under close watch in kids’ advertising

AI came up repeatedly, particularly as it relates to scale and unintended data collection.

“We are extremely cautious with AI in child-directed environments,” Goldstein said. “Any AI-driven interaction must be human-reviewed and aligned with both FTC guidance and CARU standards.”

Bonner added that AI introduces risk not just through content, but through data handling.

“Brands should assume AI will be scrutinized closely in kids’ advertising,” she said. “Ethical use and transparency are essential.”

Contracts and compensation for child influencers are changing

Recent laws in states like Illinois and Minnesota are forcing brands to rethink how they contract with child influencers.

“We contract directly with parents,” Lin explained. “And we ensure earnings are protected through trusts. That is both a legal and ethical obligation.”

Goldstein noted that parents increasingly expect clarity.

“We provide checklists and guidance so parents understand their role and responsibilities,” she said.

The unifying theme: design for trust, not loopholes

The panel closed with a shared perspective that compliance is no longer about technical adherence.

“This is not just about avoiding enforcement,” Fitzpatrick said in closing. “It is about building systems that respect kids, parents, and regulators at the same time.”

Brands that treat children’s advertising as a high-trust environment, rather than a gray area to optimize against, are better positioned for what comes next.

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