Pakistan Influencer Awards Under Fire Over Parenting Creator Category

The Parenting Creator of the Year category at the Pakistan Influencer Awards has drawn backlash, with digital creator Azmyr Raja raising concerns about whether it rewards parenting advice or the online exposure of children.

Raja shared his concern by making a video in which she questioning about children’s privacy, arguing that parents can create parenting-related content without exposing their children to millions of social media users. She emphasize the point that children cannot fully understand or consent to having their faces, bodies, daily routines and personal moments shared publicly.

“We live in the age of AI, we live in the age of deepfakes,” Raja said, highlighting the potential risks of making children’s personal information and images widely accessible online.

She also questioned whether the nominated creators were being recognised for offering useful parenting advice or simply for featuring their children in their content. Raja referred to examples such as children wearing school uniforms with visible logos and a child’s hip appearing during a diaper-changing advertisement.

“The people on this list have done all of this,” she said while discussing the nominees.

The Parenting Creator of the Year category includes Asim Kamal, Waliya Najib, Warisha Azlan, Urooj Fatima and The Bangash Family.

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Raja also challenged the argument that people should not criticise parents for posting their children online. She said creators with large audiences have a responsibility to think carefully about their children’s privacy.

“Not posting your child online is literally the easiest thing that you can do,” she stated.

She further questioned the message the awards could send to new parents who create digital content, suggesting that recognizing such material could encourage more people to share their children’s lives publicly.

Following the criticism, the Pakistan Influencer Awards removed the social media post announcing the category. However, the category remained listed on the awards’ website, where voting continued.

According to the website, the category recognises mothers, fathers and family creators who share their experiences of raising children. This award identifies content which linked to children’s early growth, maternal wellness, pregnancy, educational activities and everyday family schedules.

The norms of this award is expected compassion, accountability, trustworthy management, honest representations of family life, and respect for children’s privacy and dignity, and community support.

The controversy sparked further debate online, with several users questioning whether the nominated accounts offered meaningful parenting advice beyond sharing pictures and videos of their children.

One user commented, “An award for exploiting their own babies for social media content and money???”

Another asked, “Since when did exploiting your own children become an award worthy achievement???”

One more comment asked the significance of the content, questioning whether the creators shared homeschooling guidance, children’s food ideas, health tips or guidance on building a child’s character.

However, not everyone agreed with the disparagement. Some social media users fortified the nominees, disagreeing that parents should have the choice to pick what they share online.

One user wrote, “Their life their choice. Why are you triggered?”

Another defended The Bangash Family, saying they had not seen inappropriate baby-related content from the account and believed the family deserved recognition in the parenting category.

The dispute has also underlined doubts about the coming impacts of turning children’s daily lives into monetized content. Critics consider parents need to be aware of how online acquaintance could disturb their children in the future, while others support family content, saying it should not routinely be viewed as unsuitable.

The argument stays to increase questions about the stability between content creation, parental choice and children’s right to privacy in the digital age.