Turning Trust to Transactions: Tracking Affiliate Marketing and FTC Compliance in YouTube's Influencer Economy

The rise of `kidfluencers' on YouTube has raised ethical concerns about child digital labor and exploitation. While emerging legislation attempts to regulate this ecosystem, empirical evidence linking exploitation to engagement remains scarce, given the difficulty of operationalizing exploitation at scale. This study presents a multimodal AI audit of 5,051 videos across 79 kidfluencer channels, using weak supervision to detect exploitation signals without large-scale manual labels. We aggregate noisy labeling functions -- including LLM-based classification of titles and GPT-4 Vision analysis of thumbnails and descriptions across six literature-grounded dimensions -- to assign a probabilistic exploitation score to each video. A multi-annotator validation study (N=107) shows strong agreement with human judgment (macro-average F1 $= 0.911$) and high sensitivity for overall exploitation risk (recall $= 0.960$, F1 $= 0.793$). Our findings reveal a significant engagement premium for performative labor, emotional bait, and privacy violations. Exploitation scores correlate with view counts (Spearman $ρ= 0.229$, $p < 10^{-50}$), and mixed-effects regression controlling for channel-level variation shows that a one-unit increase in exploitation score yields a $4.4\times$ increase in views ($p < 0.001$). Within-channel analyses indicate median view boosts of $+65.6\%$ for emotional bait and $+56.0\%$ for performative content (FDR-corrected $p<0.001$), with effects holding in same-year robustness checks ($p=0.030$). Explicit commercial content (product placement), by contrast, shows no premium ($-3.8\%$, n.s.), suggesting the platform rewards commodification of the child's identity and labor over traditional advertising. These findings challenge policy frameworks focused solely on financial trusts, showing that engagement is systematically tied to the intensive, performative labor of children.

ChildSafeAds is a shared task on commercial content in YouTube videos likely to reach children and teenagers. The dataset contains 3,360 videos from 939 channels, each starting with a sponsor segment submitted to SponsorBlock. We pair each segment with its transcript, video, and channel information, plus a sales or service page linked from the video description. Systems determine the type of offer being promoted (ST1), assign product categories (ST2), and identify potential legal risks (ST3). Evidence is divided into four cumulative access levels, from the transcript to the linked page, so performance can be compared against the cost of collecting additional data. YouTube's "Includes paid promotion" label was absent from 45.5% of the videos. GPT-5.4 produced the labels after the organiser team, including a legal expert, reviewed samples and iterated on the taxonomy, prompts and model choices. GPT-5.6-luna independently labelled the development set to measure cross-model agreement. The evaluation received 21 entries; the highest mean macro-F1 was 0.735, while the best transcript-only entry reached 0.652. Across four system papers, the linked promotional page mainly helped identify what was being sold and added little to compliance-risk classification. The competition also exposed sensitivity to rare labels, advertiser overlap across splits and substantial variation in the ST3 labels.

Adolescents spend an increasing amount of their time in digital environments where their still-developing cognitive capacities leave them unable to recognize or resist commercial persuasion. Article 28(2) of the DSA responds to this vulnerability by prohibiting profiling-based advertising to minors. However, the regulation's narrow definition of "advertisement" excludes current advertising practices including influencer paid partnerships and brand promotional content that serve functionally equivalent commercial purposes. We provide the first empirical evidence of how this definitional gap operates in practice through an algorithmic audit of TikTok. Our approach deploys sock-puppet accounts simulating a pair of minor and adult users with matching interest profiles. The content recommended to these users is automatically annotated, enabling systematic statistical analysis. Our findings reveal a stark regulatory paradox. TikTok demonstrates formal compliance with Article 28(2) by shielding minors from profiled formal advertisements, yet both disclosed and undisclosed ads exhibit significant profiling aligned with user interests (5-8 times stronger than for adult formal advertising). The strongest profiling emerges within undisclosed commercial content, where creators/brands fail to label paid partnership/promotional content and the platform neither corrects this omission nor prevents its personalized delivery to minors. These results demonstrate that minors remain exposed to algorithmically targeted commercial content through the same recommendation mechanisms the DSA seeks to constrain. We argue that protecting minors requires expanding the definition of advertisement in EU law to encompass influencer and brand promotional content, and ensuring that any such expansion is accompanied by a corresponding prohibition on profiling-based targeting of minors.