Pixels and Protection: Strengthening Legal Frameworks Against Digital Child Labour

In an article for the Mail & Guardian, Prof. Letlhokwa Mpedi and UNU Rector Tshilidzi Marwala warn that South Africa’s labour laws have not kept pace with the rise of “kidfluencers” and other forms of digital child labour, and call for urgent reforms to protect children online.

“Across platforms, South African children are increasingly featured in monetised content, from baby fashion showcases and toy unboxings to pre-teen dance trends and family video blogs  … These children usually lack meaningful agency and legal protection, falling into a regulatory grey zone.”

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“AI-generated content, sometimes involving deepfakes or manipulated images, has created a new frontier for abuse ... a stark reminder that exploitation is no longer limited to the physical world.”

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“South Africa should develop tailored legislation that recognises digital content creation as a form of child labour when monetised. Such legislation should clearly define the rights of child influencers, including rights to privacy, compensation, education, and redress.”

Read the full article on the Mail & Guardian website.