Podcast Summary: The Journal – "Why Utah Is Regulating Mom Influencers"

Release Date: March 31, 2025

Hosts: Kate Linebaugh, Ryan Knutson, and Jessica Mendoza
Produced by: The Wall Street Journal & Gimlet
Co-Produced by: Spotify and The Wall Street Journal

Introduction to Utah’s Mom Influencer Phenomenon

The episode opens with host Kate Linebaugh introducing the burgeoning trend of mom influencers in Utah, showcasing their daily lives and family activities on social media platforms. This niche has seen remarkable growth, capturing the fascination of audiences nationwide.

Notable Quote:

Kate Linebaugh [00:05]: "There's a corner of social media that's become really popular and it includes moms in Utah who share their families day to day lives."

The Rise and Appeal of Traditional Family Content

Expert insights reveal that Utah mom influencers predominantly share content centered around traditional home life. Videos often feature cooking, cleaning, gardening, and other domestic activities, resonating with viewers who appreciate the authenticity and relatability of these depictions.

Notable Quotes:

Unnamed Influencer Expert [00:23]: "This whole scene of mom influencers has just exploded in Utah."

Unnamed Influencer Expert [00:57]: "It's all about very traditional home life, I would say. So, you know, there's videos of people cooking for their kids... gardening, all stuff around the home."

The appeal is further amplified by Utah's cultural backdrop, where a significant portion of the population belongs to the Church of Jesus Christ of Latter-day Saints (LDS Church). This community values large families and often sees women as primary caregivers, making influencer roles a natural extension of these traditions.

Notable Quote:

Unnamed Influencer Expert [04:16]: "Utah has a really different image than a lot of states. I would say they're really proud of their families and they're really a family first kind of state."

Monetization and Business of Influencing

The influencer industry in Utah is not just a social phenomenon but a lucrative business. Influencers earn revenue through advertising, brand partnerships, and product endorsements, turning their online presence into a substantial income source.

Notable Quote:

Unnamed Influencer Expert [01:38]: "This whole thing is a whole money making venture... making their whole family livelihood on YouTube and Instagram."

The Ruby Franke Scandal: A Turning Point

The tranquility of Utah’s influencer scene was shattered by the Ruby Franke scandal, which exposed severe child abuse within a prominent influencer family. Ruby Franke, a mother of six and face of the YouTube channel "8Passengers," faced public scrutiny after revelations about her harsh disciplinary methods came to light.

Notable Quotes:

Kate Linebaugh [02:04]: "But Utah's influencer industry is about to change because last week the state passed a new law that aims to protect the children in these videos."

Unnamed Influencer Expert [06:09]: "Ruby Franke is a mother of six... to about 2.5 million subscribers, had over a billion views on YouTube."

The scandal escalated when one of Ruby's sons appeared at a neighbor's doorstep, severely malnourished and in distress, leading to Ruby's arrest and a subsequent investigation that confirmed widespread abuse.

Notable Quote:

Unnamed Influencer Expert [09:57]: "Ms. Franke... pleaded guilty to four counts of child abuse."

Ruby Franke was sentenced to up to 30 years in prison, marking a significant moment in the discussion around influencer responsibilities and child protection.

Legislative Response: Protecting Child Influencers

In the wake of the scandal, Utah lawmakers moved swiftly to introduce and pass legislation aimed at safeguarding children appearing in influencer content. State Representative Doug Owens spearheaded the bill, which mandates that families earning over $150,000 annually from social media must place a portion of their earnings into a trust fund for their children.

Notable Quotes:

Unnamed Influencer Expert [14:45]: "So, you know, child actors in Hollywood... but this is the wild west right now. There are no protections."

Unnamed Influencer Expert [16:42]: "What the law says is that if children appear in videos and their parents make more than $150,000 a year off social media, that they have to put some money away in a trust for their kids."

Additionally, the law grants children the right to remove embarrassing or harmful videos once they reach adulthood, addressing long-term privacy concerns.

Industry and Public Reaction

The response from Utah’s influencer community was notably muted. Most influencers refrained from commenting on the new regulations, with many prioritizing profit over regulatory compliance. However, the absence of a united front against the legislation highlighted a shift in the industry's willingness to accept necessary changes for child protection.

Notable Quotes:

Unnamed Influencer Expert [15:41]: "The influencers in Utah are very quiet about this law... they did not take the stand of opposing the bill."

Sherry Franke’s Advocacy and Memoir

Ruby Franke’s daughter, Sherry Franke, emerged as a vocal advocate for child protection in influencer spaces following her family's downfall. In her memoir, "House of My Mother," Sherry provides a harrowing account of her experiences growing up under constant surveillance and abuse, shedding light on the psychological toll of being an influencer's child.

Notable Quotes:

Zuzia Ellenson [12:01]: "For me, every video shoot remained a special kind of torture... puberty is brutal enough, let alone with an audience."

Sherry Franke [13:24]: "She wanted to go through the changes in her life... not be plastered all over the Internet."

Sherry’s advocacy efforts culminated in pushing for legislative changes, emphasizing the need for legal protections for children in the influencer industry.

Future Implications and Conclusion

Utah's groundbreaking law sets a precedent for other states to follow, potentially transforming the landscape of social media influencing across the United States. As more states consider similar legislation, the role of child influencers and the responsibilities of their parents will undergo significant scrutiny and regulation.

Notable Quote:

Unnamed Influencer Expert [17:32]: "I think protecting children is pretty uncontroversial... So that's something to watch."

The episode concludes by highlighting Sherry Franke’s continued advocacy and the broader implications of Utah's regulatory measures on the influencer economy and child protection standards.

Final Notable Quote:

Kate Linebaugh [19:07]: "At the end of last year, Sherry Franke posted on Instagram that she was going to get married and that it was the end of her sharing her private life. She said she will continue to be an advocate for children."

Key Takeaways:

• Growth of Mom Influencers: Utah has become a hotspot for family-oriented social media influencers, leveraging traditional home life content to build substantial online followings.

• Monetization and Business Models: Influencers in Utah monetize their content through advertising, brand partnerships, and product endorsements, creating a profitable industry.

• Ruby Franke Scandal: A significant event that exposed severe child abuse within an influencer family, leading to legal repercussions and public outcry.

• Legislative Action: In response to the scandal, Utah enacted laws to protect children in influencer families, mandating financial safeguards and granting privacy rights to children.

• Advocacy and Future Trends: Sherry Franke's advocacy underscores the need for continued protection of child influencers, with potential for nationwide legislative changes.

This detailed summary encapsulates the critical discussions and insights from "The Journal" podcast episode, providing a comprehensive overview for those who have not listened to the episode.