In kids and family, creator content beats any production, for a simple reason: a parent believes another parent and does not believe an ad.
The rules that come before the brief
Filming with minors requires care that is not negotiable. Parental consent must be collected in writing, and it covers advertising use, not just the filming. Many brands prefer formats where the child is not identifiable, hands, shoulders, details, and in Italy that choice is increasingly common. It is also practical: it reduces removal requests years later.
What the video has to show
| What the video shows | Why it matters |
|---|---|
| Assembly or preparation | With real timings. |
| Safety | Fastenings, materials, visible certifications. |
| Cleaning | Does it wash, does it go in the machine, does it survive. |
| Useful lifespan | From what age to what age it is genuinely useful. |
| The space it takes at home | Because space is always the constraint. |
The tone that sells
Parent to parent, without perfection. A messy kitchen, a child protesting, a line like "on the first day he did not want it" build more trust than any flawless image. Perfection in this category signals advertising, and advertising in the kids space is watched with suspicion.
What not to promise
Nothing touching the child's health, sleep or development. Those are regulated and sensitive grounds, and a badly worded promise costs more than the whole campaign.
What to buy for a test
Three creators with children of different ages, six variants. The child's age in the video decides whether the parent recognises themselves, and it is the first filter they apply.
Keep reading
- Creator Video or Stock Footage in Italy
- AI Generated Video or a Real Creator in Italy
- What Brands Must Agree Before Buying UGC in Italy
- The UGC Media Kit That Gets Replies in Italy
- The complete UGC guide for Italy
Find kids and family creators →
Frequently asked questions
Is written consent needed?
Yes, and it must cover advertising use.
Does the child's face have to appear?
No, many formats work without it.
What tone should be used?
Parent to parent, without perfection.
What cannot be promised?
Effects on health, sleep or development.
