MPs have urged the government to regulate the influencer market amid concerns that child influencers could be overworked to maximise profits.
Ministers have also been told to boost advertising laws to force influencers to make it clear when advertising products - in order for children to develop 'media literacy' and prevent harmful ideas around body image from taking hold.
The report by the Digital, Culture, Media and Sport (DCMS) Committee says child labour regulations should be brought up to date to reflect the growth of child influencers.
'Child viewers, who are still developing digital literacy, are in particular danger in an environment where not everything is always as it seems,' said Tory MP Julian Knight, the chairman of the committee.
'There is a woeful lack of protection for young influencers who often spend long hours producing financially lucrative content at the direction of others.'
He added that 'inaction' had left regulations behind the times in a digital world, and that was particularly concerning when it came to the protection of children.
According to Ofcom, last year up to half of all children said they watched vlogger or YouTube influencer content and 'kidfluencers' can earn as much as 100,000 per month.
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