Frankrike är det första landet i världen att ta ställning till barns exponering i marknadsföring. I april år 2021 tillträdde den världsunika lagen som ska skydda barn från att utnyttjas av andra parter i marknadsföringssammanhang. Det är brist på tidigare forskning som undersöker barn som exponeras i marknadsföring av influencers på sociala medier och i relation till etiska och moraliska ställningstaganden. Syftet med denna studie är att bidra till forskningen genom att undersöka föräldrars ställningstaganden till barn som exponeras i marknadsföring av influencers på sociala medier och vilka etiska och moraliska dilemman som det bidrar till. Studien grundas i en deduktiv forskningsansats och en kvalitativ datainsamling där empiriska data samlas in från urvalet föräldrar och därigenom en fokusgrupp och sju enskilda intervjuer. Resultatet visar att innebörden av etik och moral skiljer sig mellan individer, att barns intresse i marknadsföring inte är prioriterat och att barn i marknadsföring på Instagram leder till mer uppmärksamhet åt influencers och företag. De etiska och moraliska dilemman som framkallas av att barn exponeras i marknadsföring på Instagram är individbaserat och baseras på den enskilda individen. Föräldrarna tar ställning till att barn som exponeras av influencers på sociala medier är oetiskt och omoraliskt, men när de själva delar bilder och filmer på sina egna barn är det etiskt och moraliskt korrekt. Därmed kommer det att fortsätta vara dilemman tills det finns tydliga riktlinjer samt forskning inom marknadsföring med barn. / The first country in the world to take a stand on children’s exposure in marketing is France. The world-unique law was adopted in April 2021 to protect children from being exploited by other parties in marketing contexts. There is a lack of previous research that examines children’s exposure by influencers and in relation to ethical and moral positions. The purpose of this study is to contribute to the research by examining parents' attitudes towards children who are exposed in marketing by influencers on social media and what ethical and moral dilemmas it contributes to. The study is based on a deductive research approach and a qualitative data collection where empirical data is collected from the sample of parents and thereby a focus group and seven individual interviews. The results show that the meaning of ethics and morals is different between individuals, that children’s interest in marketing is not a priority and that children in marketing on Instagram lead to more attention to influencers and companies. The ethical and moral dilemmas caused by children's participation in marketing on Instagram are individual-based. The parents take a stand that children exposed by influencers on social media are unethical and immoral, but when they share photos and videos on their own children it is ethical and moral correct. This will continue to be dilemmas until there are clear guidelines and research in marketing with children.

[pt] O consumerismo é um movimento social que tem o objetivo de equilibrar a relação assimétrica entre compradores (consumidores) e vendedores (empresas). A partir da década de 1980 o movimento evoluiu impondo uma pauta de questões morais, como consumo ético e sustentável, e trazendo mudanças para a relação consumidores-empresas . A Responsabilidade Social Corporativa (RSC) pode ser considerada uma resposta a essas crescentes cobranças da sociedade, à medida em que diversos stakeholders têm o papel de representar as expectativas da sociedade perante as empresas, entre elas, as demandas dos consumidores. A despeito da crescente tendência das empresas de adotarem um compromisso formal para serem mais atuantes na sociedade, a literatura sobre consumerismo pouco atenta para este esforço. O presente estudo tem como objetivo identificar motivações de empresas a reagirem a pressões exercidas por organizações consumeristas. Para isso , foi realizado um estudo de caso que investiga, sob a perspectiva teórica do neo institucionalismo, a relação de uma empresa com duas instituições consumeristas. A análise dos dados mostrou que uma mesma empresa teve motivações e tipos de resposta distintos nas situações analisadas , conforme a influência de sua identidade e comunidades intra organizacionais . Foi possível perceber que a maturidade da causa e o modelo de financiamento influenciam a atuação e o resultado obtido pelas instituições. O presente estudo preenche um gap da literatura sobre consumerismo trazendo a perspectiva das empresas e propõe uma nova abordagem do tema por meio da análise de causas distintas vs uma análise genérica e da aplicação da teoria Neo Institucional. / [en] Consumerism is a social movement that seeks to balance the asymmetric re-lationship between buyers ( consumers) and sellers ( companies). Since the 1980 decade the movement has been evolving to discussions more centered around moral and political themes like ethical and sustainable consumption. This evolution brought changes to the relationship between companies and consumers . Despite the growing trend of companies assuming formal commitments to address social questions, this effort is not recognized in the consumerism literature. The present study aims to analyze, through the lens of the neo institutionalism theory, the organizational field composed by two consumerist organizations and one multinational company, its structure and relationships dynamics. The findings indicated that the same company had different motivations and distinct types of responses to the consumerist organizations pressures according to its identity influence and the strength of its intra organizational communities. Also, it was observed that the development stage of the cause and the funding of the consumerists institutions influence their line of action and therefore their results. The pre-sent study fills a gap in the consumerism literature as it adds the perspective of companies. Moreover, it proposes a new approach with the Neo Institutionalist theory and through the analysis of distinct causes as opposed to a generic analysis of the consumer defense cause.