With estimates the influencer market will surge from $31 billion US to over $120 billion US in the next five years , some governments are responding to growing calls for regulations to protect kidfluencers, the children who’ve become online celebrities and brand ambassadors.

This week, the EU announced plans to ban social media platforms from providing financial or material incentives for kidfluencing as part of a broad range of measures the EU believes will protect minors online .

With the top kidfluencers in the world earning millions a year , leaders in the European parliament are worried the lure of lucrative sponsorship deals may tempt some parents to pressure their children into constantly performing for homemade photos and videos.

While a few countries and U.S. state

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