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Focusing on TikTok, we blend ethnographic and legal analysis of 215 videos from 23 kidfluencers in Israel, New Zealand and the Unites States, illuminating the complexities of monetising childhood across cultures. We highlight four monetisation and visibility practices in which children are exposed, mobilised and commodified in their parents\u2019 content: (1) kids as props; brands as playmates, (2) transactional childhood, (3) aspirational child-ification and (4) regulative parenthood. Our analysis shows how children become concealed commodities, with varying degrees of (in)visibility in monetisation practices, from playful participation in branded content to embodying idealised notions of childhood for brand visibility. We situate our analysis within regulatory frameworks, revealing how TikTok\u2019s policies conceal children\u2019s role in monetised content, and reflect on platform liability under the European Union\u2019s Digital Services Act.<\/jats:p>","DOI":"10.1177\/14614448241304657","type":"journal-article","created":{"date-parts":[[2025,1,20]],"date-time":"2025-01-20T00:25:53Z","timestamp":1737332753000},"page":"1190-1218","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":13,"title":["Children as concealed commodities: Ethnographic nuances and legal implications of kidfluencers\u2019 monetisation on TikTok"],"prefix":"10.1177","volume":"28","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-7034-615X","authenticated-orcid":false,"given":"Tom","family":"Divon","sequence":"first","affiliation":[{"name":"The Hebrew University of Jerusalem, Israel"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Taylor","family":"Annabell","sequence":"additional","affiliation":[{"name":"Utrecht University School of Law, The Netherlands"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Catalina","family":"Goanta","sequence":"additional","affiliation":[{"name":"Utrecht University School of Law, The Netherlands"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2025,1,19]]},"reference":[{"key":"e_1_3_4_2_1","doi-asserted-by":"publisher","DOI":"10.5204\/mcj.1022"},{"key":"e_1_3_4_3_1","doi-asserted-by":"publisher","DOI":"10.1177\/2056305117707191"},{"issue":"3","key":"e_1_3_4_4_1","first-page":"3","article-title":"Child influencers: how children have become entangled with social media commerce","volume":"94","author":"Abidin C","year":"2023","unstructured":"Abidin C (2023) Child influencers: how children have become entangled with social media commerce. 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