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A study of motherhood influencers dives into the ethics of ‘sharenting’

Mother taking a photo of her baby asleep in a pram

A new study of over 5,000 Instagram posts shared collectively by 10 British motherhood influencers suggests that images of children are being posted intentionally online and, in some, cases for financial gain.

Should this be considered a breach of privacy for children who have no say in the matter, and what impact could this have on them? These are just some of the questions that are explored and debated in the recently published report Sharing images of children on social media: British motherhood influencers and the privacy paradox’.

Conducted and written by marketing expert at Liverpool Hope University Dr Katherine Baxter and Associate Professor Barbara Czarnecka of London South Bank University, the study identifies potential ethical and privacy concerns in the context of motherhood influencers.  

Motherhood blogging can be a lucrative career choice, with established influencers earning money for posts as well as receiving gifted items from brands.

In this particular study, the influencers all defined themselves as motherhood influencers, each with more than 10,000 followers. Of the posts that were studied, children appeared in over 75%, with just over 46% of posts linked to sponsorship or product advertising. But is it ever right to use our children for profit? This is a topic that has sparked debate, with some arguing that the impact on these children could be negative, Notably, posts featuring children did not impact the number of ‘likes’.

The term ‘sharenting’ has been coined to describe sharing images of children online, and has been linked to privacy risks as well as the prevalence of bullying and longer-term psychological impact.

The study cites that openness and authenticity are seen as a key way of connecting with an audience, but by posting their children’s images online, are motherhood influencers simply sharing their reality or are they blurring the lines between their professional and personal lives? Despite this, the influencers felt it was safe to share these images, despite any concerns over privacy more broadly outside of the platform.

On the study, Dr Katherine Baxter commented: “Social media for many people has become a viable and attractive career prospect and motherhood accounts are just one of the niches that we often see when looking at the influencer-sphere. Our study suggests that some of these online users are intentionally and willingly sharing images of their children online but what impact that may have on those children would benefit from further research, although there are some interesting points of view around ethics and privacy.

“This study highlights the need for better education and increased awareness around the impacts of social media, particularly on children who are unable to consent to these practices. There are many different implications to consider, such as development and wellbeing, and a better understanding of these potential consequences can shape how we use social media in the future, both in terms of best practice and in policy.

“Social media is still relatively new, especially in terms of being an income source for individuals making a career from posting online. The complex nature of this digital world means that more parents, guardians and care givers would benefit from a better understanding of safeguarding issues.”

Read the full study on PLOS One.

Authors:

Katherine Baxter, Liverpool Hope University Business School

Barbara Czarnecka, London South Bank University Business School


Published on 04/02/2025