A recent examination of 10 prominent British influencers who focus on motherhood has revealed their significant reliance on Instagram for showcasing their children. Researchers from Liverpool Hope University and London South Bank University have unveiled that these influencers place considerable faith in the platform's safety, frequently posting images of their kids without apparent concerns about privacy issues.

The study, which scrutinized over 5,200 posts made by these influencers between August 2020 and July 2021, found that more than three-quarters of the content featured children. Interestingly, nearly half of these posts included sponsored products or advertisements, indicating a strategic use of child imagery for financial gain. Despite some apprehensions regarding potential psychological impacts and privacy risks, only a small fraction—about 11.5%—contained potentially embarrassing or revealing information. Notably, the number of likes received did not correlate with whether children were featured in the posts.

This research challenges the concept of the "privacy paradox," where individuals' expressed concerns about online privacy do not match their actual behavior. Instead, the participants demonstrated either indifference or willingness to engage in sharenting, suggesting a deliberate choice rather than an accidental one. The findings underscore the need for further investigation and highlight the importance of implementing new legislation to safeguard children's online presence, such as restrictions on sharing children's images or automatic blocking mechanisms.

Ultimately, this study calls for a deeper understanding of the motivations behind sharenting and emphasizes the necessity of protecting young individuals in the digital age. By fostering responsible social media practices, we can ensure a safer online environment for future generations.