While this video is an appalling watch and I'm horrified, I'm wondering what we're seeing here, really. I couldn't see a piercing gun in the staff member's hands, and the poor girl is clearly screaming 'get off my ears! get off them! ow ow ow' as the woman bends over and seems to fiddle with something.
Could there not be a possibility that the piercings have already happened by that stage and that this recording is the aftermath, where the butterfly backs are adjusted or fitted to the stud? (of course if that's the case, we still don't know if the girl gave her consent to the actual piercing.)
I had mine done at 19 at a booth in Debenhams
(didn't know about needle piercing at that stage and wish I had, they got my holes mismatched for one thing). They used a gun, it was fairly painful and then they adjusted the back and that really HURT.
Having said that, I certainly don't want to let anyone off the hook here. I think piercing young children is an appalling practice, I think using guns is dangerous, I think doing it out in the open like this is bad practice, and if that poor girl had consented at one point, she was clearly unprepared for how sore it would feel afterwards (if that's what this video records).