Spanish children's footwear brand rethinks child exposure in its communications amid AI risks

The Spanish children's footwear company Pablosky will no longer feature identifiable children's faces in its campaigns, proprietary channels and brand materials. The company, headquartered with its factory in Toledo, attributes this decision to the undeniable impact that social media and artificial intelligence have on the potential use of images of minors.

The change does not mean the brand will stop working with children in its productions. According to the company, minors will continue to appear in its campaigns. However, the communication will focus on play, movement, gestures and everyday scenes instead of their faces.

"We do not have to wait for a definitive answer on all the risks of the digital future to act with more discretion today," said Eva Martín-Caro, managing director of Pablosky, in a statement.

Pablosky presents the measure as an open standard, which it plans to review as the digital environment and recommendations from specialists in childhood, privacy, technology and digital education evolve. The company indicates it is developing visual criteria, internal materials and recommendations to apply the commitment consistently across its channels and in new productions.

"This is a decision about how Pablosky wants to act and communicate from now on," the director stressed, emphasising that the company does not intend to single out other brands, families or institutions.

Alongside the announcement, Pablosky commissioned a study of 1,126 parents in Spain. According to its results, 91 percent believe that sharing images of minors can affect their future privacy, even if done with good intentions, and 87 percent state that artificial intelligence has changed their perception of risk.

Furthermore, 85 percent believe that adults are building children's digital identity before they can decide on it themselves. Ninety-two percent interpret that a children's brand that refrains from showing identifiable faces does so for protection, responsibility or prudence.

Founded in 1969 by Juan Pablo Martín-Caro, Pablosky is a family-owned business specialising in children's and youth footwear.