Exactly. I'd much prefer H&M not feature their children at all. It was the one decision they made that I wholeheartedly supported them on. But they've gone back on their decision to not feature them. So you get this weird situation when the children are used to promote their financial endeavours, but in a faux coy "you can't see their full faces so we're not exploiting our children on SM you plebs".
If they don't want people possibly talking negatively about their children in any way - DON'T PUT THEM ON YOUR PUBLIC SOCIAL MEDIA. It's not rocket science FFS.
You put them out there - people will discuss it.
What really riles me, is that they put their kids out their and give the public cause to comment in possible negative ways. If you're going to do it, make damn sure your kids have their hair brushed and they look neat. My DD hated getting her hair brushed when she was a similar age. Most of the time it was a battle I chose not to have. Except when photos that others were going to see were getting taken.
Ugh, I hate that those children are being put in this position. So unfair to them.