SEOUL (ANN/THE KOREA HERALD) – The upcoming K-pop audition program “Under15,” set to premiere on March 31, is under fire for featuring contestants as young as eight, prompting concerns over the sexualisation and commodification of minors.

Industry insiders say the controversy underscores a persistent problem within the entertainment scene, emphasising the urgent need for improved public perception and the adoption of clearer guidelines on casting children and adolescents in nationally aired reality shows.

The survival show, which aims to form a new girl group with an average debut age of under 15, introduced 59 female participants in promotional materials released earlier this month. The contestants, all girls younger than 16, appeared wearing heavy makeup and styled in mature clothing, leading to a public outcry on social media over the portrayal of girls in a context some interpreted as inappropriate and exploitative.

Recruiting child idol hopefuls is not a recent trend in the K-pop industry. According to a local entertainment company official, most agencies impose an age cap of 15 for new trainees.

A poster released on March 12 drew particular criticism for using product label-like graphics to describe the girls with phrases such as “bright and bubbly” and “luxury and unique.” Critics accused the show’s producers of treating children as marketable products, reinforcing harmful beauty standards and objectification at an early age.

Lee Jong-im, a lecturer at Seoul National University of Science & Technology’s Graduate School of Public Policy and Information Technology, criticised the imagery and its implications.

“The barcode-style graphic was a major problem. The production team said it was meant to resemble a student ID, but that explanation doesn’t make sense,” Lee said. “The video shows the girls receiving makeup, and the close-up shots of their eyes could evoke a feeling of fetishisation. It reflects a lack of thoughtful consideration during the promotion process.”

Lee also highlighted the lack of adequate safeguards for casting participants so young, adding that producers seemed to prioritise youth over artistic direction or care.

“There appears to have been no serious deliberation about how to shape the show’s creative direction. When it comes to participants under the age of 15, there should be better protection measures,” she said.

Citing international standards, Lee noted that the BBC, for example, prohibits its producers from following underage participants on social media and only allows contact through parents. “Such guidelines are necessary to protect children from unnecessary exposure and inappropriate relationships with producers,” she added.