Research presents multiple definitions of influencers, with no single, unified description. This report identifies six definitions used in research and investigations. Children and young people follow influencers based on their popularity and content, and they may also act as influencers themselves or be influenced in various ways, including by parents who act as influencers.

Interest in influencers is growing internationally, with researchers highlighting the need for further studies and new methodologies. Research has mainly focused on why children and young people engage with influencers, the risks associated with marketing directed at them, and their ability to recognize advertising. Studies indicate that influencers impact the health of children and young people both positively and negatively, though the negative effects, particularly within influencer marketing, receive the most attention.

To protect children from harmful influences, various measures are proposed, including regulation, clearer advertising labeling, increased media literacy, and support from parents and society. Despite existing research, more knowledge is needed about how influencers affect children in their daily lives and over time.