Protecting children in the creative industry
Working With Kids Foundation builds standards, certification pathways and chain-wide cooperation to make the use of children in creative productions safer, clearer and more accountable.
From photography and film to fashion, advertising and music, children are regularly involved in creative productions. WWKF works to ensure that their participation is protected by clear standards, responsible procedures and international alignment.
Who We Are
Working With Kids Foundation is an initiative dedicated to protecting children involved in creative productions. We develop and safeguard the content framework behind a new chain standard for responsible participation of children in sectors such as fashion, film, photography, advertising and music.
WWKF acts as the owner of the standard, defines the core principles for child protection in the chain, and helps shape a practical system that connects regulation, certification and operational execution.
What we build
A clear framework for safeguarding children, organising responsibilities and supporting accountable participation in creative work.
How we position the foundation
As a credible steward of the standard, with focus on the child’s interest, governance quality and practical implementation across the chain.
Our Mission
Our mission is to help create a safer, more transparent and enforceable framework for children working in the creative industry.
Protect children and families
Through clearer responsibilities, stronger safeguards and more transparent procedures.
Support the sector
With practical compliance procedures for brands, agencies, producers and other stakeholders.
Reduce risk
By improving legal certainty, accountability and reputational protection across the chain.
Enable scale
By building a recognised certification model that can grow nationally, across Europe and internationally.
Working Across the Chain
Child protection in creative productions cannot depend on one party alone. It requires coordination across the full chain, from brands and agencies to producers, auditors and implementation partners.
Brands
Gain legal certainty, stronger compliance and better reputational protection.
Agencies and Producers
Work with clearer procedures, reduced legal risk and transparent operational responsibilities.
Parents and Children
Benefit from better protection, stronger transparency and clearer accountability in the process.
Auditors and Certification Partners
Support independent verification and help maintain trust in the system over time.
European Harmonisation & Legislation
Across Europe, major differences still exist in legislation, interpretation and enforcement regarding the involvement of children in creative work. These differences create gaps in protection, especially in cross-border productions and campaigns.
WWKF supports the development of a common operational standard that helps align regulation and practice across countries. Through integration into an international certification framework, this approach can contribute to European harmonisation and, over time, broader international adoption.
Join
We welcome organisations, partners and stakeholders who want to contribute to a safer and more accountable creative industry for children.
Whether you are a brand, agency, producer, certification body, policy partner or sector organisation, we invite you to explore how to work with the emerging standard.