* Abbreviation: PSR — : parasocial relationship In this issue of Pediatrics, Alruwaily et al1 provide an update on advertising to children by evaluating the presence of food product placements in user-created content on the social media platform YouTube. At a time when social media companies are creating spaces specifically for children (eg, YouTube Kids and Messenger Kids), this study offers an important start to needed research on the impacts of advertising and marketing to children by “kid influencers.” The authors define social media influencers as “‘everyday people’ whose primary tool for building fame involves creating entertaining or engaging YouTube videos or social media posts that help them attract large numbers of social media followers. Kid influencers are children whose parents film videos of the child playing with toys or engaging in family-friendly activities.” Social media celebrity influencers are well known, have large viewing audiences, and continually generate new content that is always available. This user-generated content often includes activities such as unboxing and playing with toys, interacting with siblings, making food items, and activities that seem ordinary. In general, influencers are more diverse (eg, underrepresented minority or lesbian, gay, bisexual, transgender, or queer) than more traditional entertainers, thus increasing their relatability and appeal to diverse populations and their consumer reach.2 Digital marketing campaigns have exploited … Address correspondence to Yolanda N. Evans, MD, MPH, Seattle Children’s Hospital, 4540 Sand Point Way NE, Suite 200, Seattle, WA 98105. E-mail: yolanda.evans{at}seattlechildrens.org