In the 21st century, it is quite common to find content on the internet where parents share photos or videos of their children and information about them. This content often shows intimate details of the child, who has not even had the opportunity to decide whether or not to publish it. Even if they can't yet walk, write, read or use electronic devices, their parents have already created an almost indelible digital footprint for them, writes Michal Vokoun, Digital Creative Lead at VMLY&R, in his commentary for Médiář.cz. It also looks at the issue of sharenting from the perspective of brands, for whom this trend can be both an opportunity and a threat in a number of areas.
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