‘Kidfluencers’ are on the rise. But who is cashing in?

Holed up at home during the pandemic lockdown three years ago, 13-year-old Shreya Nallamothu was scrolling through social media when she noticed a pattern: Children even younger than her were the stars – dancing, cracking one-liners, and being generally adorable.

“It seemed innocuous to me at first,” Shreya said.

But as she watched more and more posts of kids pushing products or their mishaps going viral, she started to wonder: Who is looking out for them?

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