Earlier this month, Repórter Brasil reported that TikTok was convicted in a first-instance labor court for failing to take action against the exploitation of kid labor in artistic activities on its platform, violating Brazil’s Estatuto da Criança e do Adolescente (ECA – Child and Adolescent Statute). The decision, which the company can appeal, requires ByteDance Brazil, the owner of TikTok, to pay R$100,000 in moral damages to government funds aimed at protecting kids.
Ricardo Wako, Country Manager, Kids Corp Brazil
The ruling also mandates that the company prohibits kid influencers from working unless authorized by a court. The report did not specify whether the content deemed inappropriate involved any commercial brand, a plausible scenario that could lead to significant consequences for the advertiser.
Kids and teens worldwide are present on social media, whether as users, content creators, or influencers. Beyond the conceptual debate about the boundary between entertainment and labor in content production, few platforms meet the necessary safety requirements to fully protect underage users and the brands seeking to connect with them in these environments.
Due to a lack of knowledge or a partial understanding of the ecosystem—often prioritizing audience reach over operational transparency—many brand managers inadvertently adopt strategies that could harm their consumers and tarnish their company’s reputation. Imagine the potential fallout for a brand associated with the headlines of the case mentioned above, involving kid labor exploitation.
Ensuring a secure and ethical commercial communication ecosystem for the under-18 audience is our mission as a company. Approaching a decade of operation, we have developed deep expertise on this audience and the safest, most efficient ways to communicate with them. Below are five tips to help brands navigate this challenge:
1. Prioritize Solutions Designed to Protect User Privacy
Ensure that campaigns and platforms comply with LGPD regulations. Avoid collecting personal data (such as persistent identifiers, geolocation, or recordings) without explicit parental consent.
- What to do: Use technology that enables ad targeting without requiring personal data, such as context-based targeting.
- What not to do: Avoid using cookies or tracking technologies that build profiles of U18 users.
2. Content-Based Targeting
Segment campaigns exclusively through kid-safe contexts. Content-based targeting ensures ads reach the right audience without compromising their privacy.
- What to do: Choose safe, kid-friendly websites and apps for your brand.
- What not to do: Avoid placing ads on sites or platforms not designed or moderated for kids.
3. Be Transparent and Clear
Ensure advertising messages are honest, straightforward, and easy to understand, avoiding confusion or deception. Communications should be designed so both kids and their parents can easily grasp the content.
- What to do: Use clear language and visuals that make the message direct and accessible.
- What not to do: Avoid complex terms or strategies that could create confusion or false expectations.
4. Create Safe and Engaging Ad Experiences
Leverage creative formats that capture attention ethically and appropriately. Short ads, mini-games, or digital billboards in metaverses like Roblox are effective options.
- What to do: Design ads that respect kids’ comprehension abilities, using suitable characters and themes.
- What not to do: Avoid redirecting kids to adult social media or age-inappropriate content.
5. Engage All Stakeholders in the Ecosystem
Creating a safe environment for U18 audiences requires shared responsibility and active collaboration among brands, agencies, platforms, and content creators.
- What to do: Partner with technology providers that prioritize kid safety and comply with LGPD regulations.
- What not to do: Avoid using third-party plugins or ad networks that do not guarantee regulatory compliance.
By adhering to these tips, brands can build meaningful, safe, and effective connections with under-18 audiences while upholding their ethical and legal responsibilities.
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