Ethical Challenges in Influencer Marketing: Safeguarding Youth and Vulnerable Audiences

Influencer marketing has become a dominant force within the digital economy, blurring the boundaries between content creation, commercial persuasion, and personal communication. This review critically examines the ethical and regulatory challenges posed by influencer marketing, particularly as they pertain to children and adolescent audiences. Through a comprehensive analysis of stealth advertising practices, inadequate age-gating mechanisms, and the proliferation of “kidfluencers,” the study exposes a digital space in which commercial interests frequently override safeguards for young users. Case studies of regulatory approaches to transparency initiatives illustrate the tangible consequences of unregulated influencer behavior and highlight the need for coherent policy action. In response to these challenges, the paper proposes an ethical framework centered on transparency, disclosure, audience protection, and informed consent. It outlines best practices for influencers and brands, with emphasis on ethical partnership vetting, consistent labeling of promotional content, and heightened protection in child-focused environments. The review advocates for the role of interdisciplinary collaboration, including law, media ethics, education, and technology design, in creating adaptable, enforceable regulations. It concludes with policy recommendations aimed at empowering regulatory bodies, enhancing platform accountability, and ensuring digital literacy among users, particularly minors and their guardians. Lastly, the paper argues that the path to a socially responsible and ethically grounded influencer ecosystem must be collective. It requires influencers, brands, platforms, educators, regulators, and civil society to commit to ethical integrity, shared accountability, and structural reform.