In Denmark, parents who feature their children in social media posts, especially for promotional purposes, must adhere to strict labor and marketing laws. Special permits are required for children under 13, and marketers must be cautious when targeting youth under 18. So, if you regularly feature kids on social media here is what to know about labor rules.
Rules Tighten Around Kids on Social Media and in Content
Danish authorities are reinforcing regulations surrounding children’s participation in social media content, especially when that content doubles as advertising. The Danish Working Environment Authority (Arbejdstilsynet) reminds parents, influencers, and businesses that involving minors in commercial online posts may equate to regulated labor under Denmark’s labor laws.
If you include your own child under 13 years old in social media advertising or promotional posts, you are required to obtain a work permit from the Danish Working Environment Authority. This rule applies even if the child is featured in content on your personal or family-run social media account.
What the Law Says About Children and Work
According to the Danish Working Environment Act, children under 13 are generally not permitted to work. However, exceptions exist for activities like promotional posts or advertisements, provided a special permit is acquired. Children aged 13 and above can participate in such content without a permit. Still, there are specific conditions to ensure that the work is appropriate for their age and does not interfere with their development or education.
For example, if a parent regularly features their child under 13 in sponsored posts about toys, clothes, or other products, this is not considered casual participation and requires advance approval. On the other hand, a one-time appearance in a family post that is not monetized usually does not require any such permit.
When and How to Obtain a Permit
Work permits for children under 13 can be obtained through the Danish Working Environment Authority’s website. The permitting process ensures the child’s participation will not negatively impact their health, schooling, or general well-being. These permits are not just formalities but are part of a broader strategy to protect minors from exploitation in the digital work environment.
Between January and October 2025, the agency has processed over 600 applications for child work permits in media-related contexts, signaling how commonplace child influencer content has become in Denmark’s online spaces.
Exceptions and Family Businesses
There are limited exceptions for child participation that do not require a permit. If an under-13 child is involved in a private, family-run business or household task and the activity is occasional and non-commercial in nature, a permit may not be necessary. However, regular or monetized participation, even within a family enterprise or private social media account, triggers regulatory obligations.
Marketing Law Places Additional Restrictions Regarding Kids on Social Media
In addition to employment laws, Denmark’s Marketing Practices Act imposes additional controls on the use of children and youth in promotional content aimed at those under the age of 18. Marketers must not use individuals under 15 years old in advertising targeted at children and youths, unless the person’s inclusion is naturally relevant to the product, such as children modeling kids’ clothing or playing with toys.
Furthermore, it is prohibited to market content on profiles that are either owned by or appear to belong to children under 15. It’s also illegal to link from such profiles to external websites containing marketing content.
Online Marketing Must Stay Transparent With Kids on Social Media
The Danish Consumer Ombudsman has highlighted that hidden advertising and inappropriate use of minors in commercial posts constitute serious breaches of consumer and marketing regulations. Transparency, age-appropriate messaging, and responsible content creation are emphasized as keys to compliance.
Violations can result in legal consequences for both the content creators and the companies they may be partnering with. This highlights the need for influencers and advertisers to carefully assess whether their use of minors is both legal and ethical.
Policy Reinforces Child Welfare in the Digital Era
With over 90 percent of Danish youth aged 10 to 17 using social media daily, the Danish government is increasingly focused on ensuring children’s safety and rights in the digital space. Regulating their participation in online content serves not just to enforce labor protections, but also to support healthy development and informed consumer practices in the virtual world.
As the influencer economy continues to grow, so does the responsibility of those creating content. Whether you’re a parent sharing family life or a business leveraging youth appeal, understanding and complying with Denmark’s employment and marketing laws is essential.
