“Britain’s Most Problematic YouTube Dad?” Jonathan Joly Slammed After ‘Teen Transformation’ Challenge Involving His 8-Year-Old Daughter
For more than a decade, YouTuber Jonathan Joly has been one of the most polarising figures in Britain’s influencer world. His family content has amassed millions of views — and just as many critics. But his latest stunt has triggered a wave of outrage unlike anything he has faced before.
The 45-year-old creator is once again under fire after filming a challenge in which he encouraged his eight-year-old daughter to undergo a dramatic “teen makeover” — a transformation viewers say crossed every possible boundary of online parenting.
🔥 The Video That Sparked a Firestorm
In the now-viral clip, Jonathan offers a £100 Sephora shopping prize to his 13-year-old daughter Emilia — but only if she can make her younger sister Alessia look old enough to trick an age-verification tool.
Within minutes, Alessia’s childhood innocence becomes the canvas for a social media challenge:
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Heavy foundation and bronzer
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Thick eyeliner and glossy lips
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A revealing top, denim shorts, layered jewellery
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Hair pulled back in a “teen influencer” bun
When the app ultimately guesses Alessia is 14, Jonathan cheers as though it were harmless fun.
Viewers did not agree.
One commenter wrote:
“This isn’t cute. It’s horrifying.”
Another warned:
“He is sexualising his daughter for clicks. Full stop.”
🚨 Critics Say the Family Has Learned Nothing
Jonathan and wife Anna built their empire by sharing intimate footage of their children — from tantrums to doctor’s visits to full birth videos posted online. For years, their family vlog channel was a YouTube juggernaut, with millions tuning in daily.
But with fame came consequences:
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Allegations of exploitation
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Concerns about consent
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Accusations of oversharing personal trauma
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Fears that their children had become “characters” in someone else’s script
By 2022, most of their archive mysteriously disappeared — a move many assumed was the couple finally recognising the damage.
But last month, Jonathan returned to YouTube, this time spotlighting the “SacconeJoly Sisters.” Instead of pulling back, critics say he has pushed even further into using his children as the centre of his content.
One media watchdog wrote:
“This is a rebrand, not reform.”
🧨 Why This Challenge Crossed a Line
Child psychologists and online safety advocates say the makeover video is particularly troubling for several reasons:
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It normalises children being presented as older for entertainment.
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It creates permanent digital images sexual predators can exploit.
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It ties financial reward to appearance and adultified behaviour.
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It ignores a child’s ability to consent to long-term online exposure.
Perhaps the most unsettling reaction came from a former fan:
“This will follow Alessia forever. She didn’t choose this. He did.”
⚠️ As the Children Grow, So Do the Consequences
With four children under 15 whose lives have been extensively documented online — often without context, privacy, or control — there are growing questions about:
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How their digital identities will affect future relationships
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Whether their mental health will suffer
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Who will control their online earnings
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Whether they will one day resent the content made about them
Today’s concern is about a makeover challenge.
Tomorrow’s may be about irreversible damage.
As one viewer put it starkly:
“This isn’t entertainment. It’s exploitation in plain sight.”