The Dutch government is moving to ban children from being used in paid social media content, in a proposal that could reshape how family creators, brands and platforms work with minors.
As The Telegraph reports, ministers want commercial content featuring children to be covered by child labour laws. The proposal would make it illegal for under-16s to appear in online content created for revenue.
Why the Netherlands is targeting child influencers
Child influencers can generate income through sponsorships, advertising and brand partnerships. That content often includes family vlogs, toy unboxing videos, gaming clips and branded posts.
Thierry Aartsen, Dutch Minister for Work and Participation, told parliament that children risk losing their privacy or developing a negative self-image if they are “used as a revenue model by companies or parents”.
Parents who use their children to make commercial online content could face fines under the proposed rules. The Dutch government is still working through the details of how the ban would operate.
The move goes further than the government’s previous position, which allowed child social media creators to apply for exemptions from labour rules. The Netherlands Labour Authority currently says exemptions can apply for cultural or artistic work, including some commercial online audiovisual productions.
How child influencer rules could affect brands
The proposal would place more scrutiny on campaigns that feature children in influencer or family creator content. For brands, agencies and platforms, it may raise new compliance risks around paid partnerships, usage rights and the welfare of minors.
It also reflects a broader regulatory shift in Europe, where governments are considering tighter controls on children’s access to social media and platform accountability. Reuters reported that several countries, including France, Spain, Denmark and Greece, are weighing new restrictions or age-based rules.
Australia introduced one of the world’s toughest under-16 social media bans, with platforms required to take reasonable steps to stop children under 16 from holding accounts from 10 December 2025. Companies that fail to comply can face penalties of up to $49.5 million.
Europe’s wider social media push
The Dutch government supports an under-16 social media ban, but wants action taken at an EU level rather than only domestically.
In May, European Commission President Ursula von der Leyen said the debate over a minimum age for social media “can no longer be ignored”. European legislation could be proposed this year.
The debate comes as regulators continue to examine the influence of major US-owned social platforms on children, advertising markets and digital safety.