As social media platforms become increasingly lucrative, businesses are exploiting minors for their online influence, often at the expense of their well-being and education.

Kashmir has turned into another place in social media where every Tom, Dick, and Harry has turned into a journalist, vlogger, influencer, content maker or roaster.

As much as the ideas and creativity that exist in social networking sites, this has also brought forth major concerns that exist. In the recent past, the use of virtual communication through social networks increased significantly, and in connection with this an increase in cases of child abuse and neglect and the mistreatment of persons with mental disorders or disabilities. It gets to a point that most youths are forced to open YouTube channels or take part in the video as a way of reaching their targets using their health. They are not pampered or guarded and they become a product by one institution or another for sale to the highest bidder with no care being given to the development of their psychological well-being. Also, those suffering from mental health disorders are portrayed in the videos as eating, laughing, or doing something as simple as food tasting without any consideration of their condition. When held to do such a portrayal that may make people laugh or feel entertained, their dignity is reduced and their struggles eroticized.

The use and, often, production of such content by the means of typical user activity: It is funny how liking, sharing, and sometimes even bullying just add to the vicious cycle of abuse. These items raise serious ethical concerns about social media and the need to respond to many of these issues to embrace a much more responsible form of practice that is intended and directed to help and enhance the lives of other persons instead of exploiting the vulnerable sections of societies.

In today’s digital age, social media has become a platform where anyone, regardless of age, can achieve significant influence. Among the most unexpected stars of this phenomenon are minors, children, and teenagers who, through their charm, relatability, and sometimes sheer innocence, have amassed large followings online. These young social media users have become a powerful force in marketing, attracting attention from various brands and agencies. However, with this influence comes a darker side: the exploitation and misuse of these innocent users by business coaching agencies and other entities looking to capitalize on their popularity.

The rise of minor social media users can be traced to the growing popularity of platforms like Instagram, Facebook, and YouTube, where short, engaging content often goes viral. These platforms have democratized fame, allowing even the youngest of users to build large audiences through relatable content, such as everyday vlogs, dance challenges, and makeup tutorials. Their age and perceived innocence make them appealing to both audiences and brands alike. Brands see these young users as authentic voices who can connect with other minors and even adults in ways that traditional advertising often fails to do. Their relatability and perceived lack of pretence make them trusted sources of information and trendsetting among their peers.

However, this very appeal has also made minor users get for exploitation. Business coaching agencies, along with marketing firms, have increasingly turned to these young users to promote their products and services. These agencies often lure minors with promises of fame, fortune, and brand deals that seem too good to pass up. Unfortunately, many of these minors, still in the process of understanding the complexities of business and contracts, are unable to fully grasp the implications of such deals. They may be pressured into promoting products or services that they don’t fully understand or believe in, all in the name of maintaining their influence and earning potential.

One of the most concerning aspects of this exploitation is the use of manipulative tactics by these agencies. Young users are often pushed to create content that aligns with the agency’s goals, sometimes at the expense of their authenticity or personal values. These tactics can include pressuring them to post more frequently, engage in promotional activities that feel unnatural, or even sign contracts that limit their creative freedom. For instance, a business coaching agency might encourage a minor influencer to endorse a product that they don’t use or understand, leading to a disconnect between the influencer and their audience. The young influencer, eager to please and often unaware of the long-term consequences, may go along with these demands, not realizing the potential damage to their reputation and well-being.

The emotional and psychological toll of such exploitation can be significant. Many young users find themselves struggling with the pressure to constantly perform and maintain a public persona that may not align with their true selves. The demands of maintaining a social media presence, coupled with the expectations set by agencies, can lead to stress, anxiety, and burnout. These minors, who should be focused on their education and personal growth, are instead caught in a cycle of content creation and brand promotion. Over time, this pressure can erode their self-esteem and sense of identity, leaving them vulnerable to mental health issues such as depression and anxiety.

Moreover, there is a significant lack of regulation when it comes to protecting minor users from such exploitation. Unlike traditional child actors or models, who are often protected by labour laws and regulations, minor social media users operate in a relatively unregulated space. This lack of oversight allows agencies to exploit these young Users without facing the same legal repercussions that would apply in other industries. The contracts offered to these minors are often complex and difficult to understand, leaving them and their families at a disadvantage when it comes to negotiating fair terms. Additionally, the fast-paced nature of social media means that these young users are constantly under pressure to stay relevant, making them more susceptible to manipulation.

The long-term consequences of this exploitation can be far-reaching. Many young influencers, once they age out of their “innocence” or “cuteness,” may find themselves struggling to maintain their relevance and income. The pressure to constantly adapt and evolve their content can lead to burnout and a loss of passion for what they once loved. Furthermore, the psychological impact of being thrust into the public eye at a young age, often without adequate support, can lead to issues with identity and self-worth. These young users may also find it difficult to transition into other careers or aspects of life, as their early fame and exploitation may have left them with limited skills and experiences outside of social media.

The role of parents and guardians in this situation is crucial. While some parents are proactive in protecting their children from exploitation, others may inadvertently expose them to it, either out of ignorance or in pursuit of the perceived benefits. Parents must be vigilant in understanding the potential risks associated with their child’s social media presence and take steps to protect them. This includes educating themselves and their children about the potential pitfalls of social media fame and ensuring that any deals or contracts are thoroughly reviewed and understood. Additionally, parents should prioritize their child’s well-being over potential financial gains, recognizing that the pressures of social media can have lasting effects on their child’s mental and emotional health.

To address these issues, stronger regulations and ethical practices must be implemented. Governments and social media platforms need to develop and enforce regulations that protect minor influencers from exploitation. This could include requiring agencies to be transparent about their practices and ensuring that contracts are fair and understandable. Social media platforms should also implement measures to protect young users from undue pressure and manipulation, such as setting limits on the types of promotional content that minors can engage in. Furthermore, agencies must adopt ethical practices that prioritize the well-being of the users they work with, rather than solely focusing on profit.

Awareness campaigns can also play a vital role in educating both young users and their parents about the risks involved. By raising awareness of the potential dangers, these campaigns can empower minors and their families to make informed decisions and resist exploitative practices. Ultimately, protecting minor social media users from exploitation requires a collective effort from parents, agencies, platforms, and governments alike. Only through a concerted effort can we ensure that these young stars are not only allowed to shine but also protected from the shadows that threaten to dim their light.

The writers have completed their MSW from the Department of Social Work, University of Kashmir. Zahid Lone is currently enrolled in a PhD program, while Imran Maqbool Wani is working on a research project. They can be reached at [email protected] and [email protected] respectively.

Zahid Lone & Imran Maqbool Wani