The past decade has seen intense changes in the entertainment and advertising industry targeting children (De Jans et al., 2019). Nowadays, much of the advertising to which children are exposed occurs online, including the exposure to branded content endorsed by social media influencers (De Veirman et al., 2019). Not only adults, but even generation alpha children, referred to as kidfluencers, have gained popularity and a significant following on their social media.