Italian Authority Probes LVMH Over Anti‑Ageing Skincare Sales to Kids as Brands Recruit Teen Influencers

Context The rapid growth of youth skincare content on social media has intensified concerns over marketing practices. Brands frequently engage young individuals to promote products to their online followers. This strategy often involves free products in exchange for promotional content, leading to a largely unregulated promotional landscape.

Key Facts Italy's competition authority, the AGCM, initiated an investigation into LVMH. This probe addresses allegations that the company sought to sell anti-ageing skincare products to children younger than 10. Simultaneously, reports indicate that some brands have recruited influencers as young as 12 years old. These young individuals promote various beauty products. One skincare brand, Bubble, updated its ambassador program, setting a minimum age of 16 for new participants effective September 2025. However, ambassadors who joined before this date, regardless of their current age, maintain their program status.

What It Means This regulatory action highlights growing scrutiny of marketing ethics within the beauty sector. Authorities are examining whether companies directly target underage consumers with products that dermatologists often deem unnecessary for young skin. The industry faces increasing pressure to establish clear guidelines for influencer engagement and product promotion, particularly regarding age-sensitive categories like anti-ageing treatments. Companies must now navigate evolving expectations for responsible advertising and consumer protection. Watch for further regulatory actions and industry responses as these investigations unfold.