A university study reveals that Spanish 'kidfluencers' operate in a gray area when it comes to advertising on YouTube

Researchers from the School of Communication at the University of Navarra have published a study analyzing the phenomenon of kidfluencers—minors who create and share content on digital platforms—and their relationship with commercial brands on YouTube. The findings, published in Revista de Comunicación, show that most of these child creators operate in a gray area between entertainment and advertising, with little transparency toward their audience.

The work, authored byPatricia San Miguel and Cristina Sánchez-Blanco, professors at the School of Communication , along with Anna Lehoczky, a marketing graduate from the same institution, examined 1,306 posts—718 videos and 588 shorts—from the ten Spanish children’s channels with the most subscribers on YouTube a twelve-month period (March 2024 to March 2025). The channels analyzed have between 2.25 and 9.6 million subscribers and have been active on the platform for up to eight years.

"Only 6.66% of the posts analyzed include advertising tags such as #ad oradvertising, while brand mentions appear in 17% of the videos. However, 70% contain self-promotion of their own products," notes Patricia San Miguel.

advertising and formats that normalize consumption

One of the study’s most significant findings is the difficulty in distinguishing between organic and sponsored content. The most commonly used formats—unboxing videos, video games, vlogs, and challenges—allow for the seamless and emotionally engaging integration of brands and products, without it being obvious to young audiences whether or not financial compensation is involved. This natural integration, the authors note, can lead to advertising .

The channels analyzed belong to creators aged 7 to 17. Among the most-followed are MikelTube (9.6 million subscribers), Karina & Marina (8.02 million), and Las Aventuras de Dani y Evan (4.97 million). The most frequently featured brands are in toys (Bizak, Hot Wheels), fashion and beauty (Shein, Sephora), and video games (Fortnite, Roblox). Collaborations vary by creator gender: female profiles feature more fashion brands, while male profiles focus on the gaming sector.

Growing professionalization and uneven parental supervision

The study finds that these creators’ work is undergoing a process of gradual professionalization. Most combine traditional videos with short-form content, maintain a presence on multiple platforms simultaneously, and develop staff strategies staff include books, online stores, and merchandise. However, transparency remains an challenge : none of the creators explicitly state that they are represented by an agency, although all provide email addresses for business proposals.

As for parental supervision, only half of the channels clearly indicate the presence of an adult manager. In some cases, such as TeamNico or Las Aventuras de Dani y Evan, the parent actively oversees the content; in others, such as Arantxa Parreño or MikelTube, adult involvement is sporadic.

Ethical and regulatory implications

The researchers emphasize the urgency of strengthening specific regulations for minors in digital environments. The Spanish framework has made progress with regulations such as the General Audiovisual Communication Law 13/2022 and Royal Decree 444/2024, but it still lacks specific provisions addressing the risks associated with the commercial activities of kidfluencers. project Organic project the protection of minors in digital environments is currently under consideration. At the European level, the 2023 French Law on influencers serves model a model reference letter requiring the employer legal responsibility when the creator is under 16 years of age.

"Child influencers are establishing themselves as active players in the digital market, but their role requires rigorous ethical, educational communicative analysis," says Cristina Sánchez-Blanco. The authors argue that the credibility of these creators and the trust of their audiences depend on consistency between their staff narrative staff the disclosure of their ties to brands.

About the study

The article Kidfluencers on YouTube: Analysis of Advertising Content and Professionalization," published in the Journal of Communication (vol. 25, no. 1, 2026), was conducted within the framework project Influencia manager: Emotional Well-being and Young Influencers" (ref. 2024D160), funded by the Spanish Government’s Ministry of Social Rights, Consumer diary , and diary , and carried out at the University of Navarra.