Her millions of followers, lucrative brand deals and VIP lifestyle have made her the envy of classmates – and indeed other, much older influencers.

For two years, 11-year-old Scouse internet sensation Lacey M has been living a dream most girls could only fantasise about. And, of course, she has documented every second of it on TikTok – posting make-up tutorials, vlogging her all-inclusive holidays and showing off the never-ending stream of freebies she receives from brands.

After starting her account in 2024, Lacey’s rise was turbocharged by cosmetics brand P.Louise, founded by Manchester-born influencer Paige Louise Williams, 33.

Noticing the young influencer’s growing profile, Paige last year recruited her as an ‘ambassador’ for the make-up brand. Soon, Lacey – who is managed by her mother Laura and aunt Natalie – had become a living, breathing advert. Not only was she promoting P.Louise lip gloss and foundation to her often-underage fans, she even released her own make-up collaboration with the brand.

Then, two weeks ago, things reached a head when P.Louise hosted a lavish early 12th birthday party for Lacey at a retail space in Liverpool.

As you can imagine, this was no typical children’s party. The ticketed event – which cost £38 to attend – had a nightclub atmosphere, complete with a DJ, dancers and a VIP section separating Lacey from her adoring fans.

At the time, it seemed like a fairy-tale celebrity moment for Lacey. Little could she have known that her social media fame would soon spectacularly implode.

For, as I can reveal today, Lacey’s TikTok account – which had amassed 1.7million followers – was banned over the weekend after bosses at the tech company were alerted to the fact she was breaking guidelines stating users must be over 13.

Lacey M with Manchester-born influencer Paige Louise Williams, whose cosmetics brand P.Louise turbocharged Lacey’s rise to fame

A source told me: ‘She shouldn’t have been allowed to do this when she’s underage. All she’s been doing is making money for her parents.

‘And P.Louise was using her as a cash cow. This should be a wake-up call to all parents: protect your children online.

‘Her mum and aunt should have been more active in checking what she was posting. Social media, and the life that comes with it, would be hard enough for adults to deal with. It’s so sad they enabled this behaviour.’

But while Lacey’s account might be banned for now, she’s not going quietly. Her aunt Natalie teased a comeback to fans: ‘She’ll be back baby girl, bigger and better. I’ll make her a new account today.’

Sure enough, a new account called ‘Lacey M and Mum’ – claiming to be a ‘parent ran [sic] account’ – popped up on Sunday, posting six videos in just 48 hours. The page already has nearly 36,000 followers – but it’s yet to be confirmed whether it’s official or merely a fan page.

There are a few clues, however. Natalie posted a video of Lacey to her personal account, linking to the new page with the caption: ‘TikTok is quiet without you. But she’s back. One thing we’ve always taught her… if you want something, go for it and never give up.’

And even though Lacey’s page has been banned from TikTok, she is still posting on Instagram – which also requires users to be over 13 – where she boasts 100,000 followers. Recent posts show her alongside 12-year-old Scottish influencer Carly, famous for making videos on a joint TikTok account with her father, Ryan Pollock.

But here’s where things get a little worrying.

Two days ago, Lacey appeared again on Instagram – this time in a video posted by Float Scotland, a Bathgate-based business offering ‘cold therapy’ – in other words, ice baths.

In the video, both Lacey and Carly, dressed in swimming costumes, can be seen plunging into a freezing-cold bath as a staff member watches. The problem is that most health guidance suggests under-12s should avoid ice baths due to their developing bodies and potential sensitivity to extreme cold.

Yet here’s Lacey, splashing around for views and sponsored content.

Which is why many are now questioning whether it was ever appropriate for a child as young as Lacey to be thrust into the influencer world.

Lacey, of course, may feel she’s mature enough to have a social media following. But TikTok’s rules are simple: users must be at least 13 years old.

What’s more, accounts for 13 to 15-year-olds are set to private by default – meaning only friends can see their content. And certain features, such as livestreaming, require users to be 18.

Lacey, at 11, was well below the limit. Her account was apparently managed by her mum and aunt, but Lacey was clearly creating the content herself.

Lacey M’s ticketed party, hosted by P.Louise – which cost £38 to attend – had a nightclub atmosphere, complete with a DJ, dancers and a VIP section separating Lacey from her adoring fans

Lacey M poses with her mother Laura at her early 12th birthday party at a retail space in Liverpool

It must be said Lacey is certainly not the only underage creator on the platform – but she is by far one of the most famous, which attracted the attention of TikTok’s moderation team.

The timing of Lacey’s ban is particularly striking. Just last month, Keir Starmer’s Government announced a consultation on a social media ban for children under 16.

Ministers are now working to change legislation, and any new rules could come into effect within months of the end of the consultation, which will begin in March.

Lacey’s case highlights exactly why the Government is looking at tighter restrictions. Even when parents are involved, young children are being exposed to social pressure, harmful content and possible exploitation.

But it also shows how easily these rules can be bypassed.

While her TikTok account may be gone, it seems Lacey M and her mother will do anything to ensure she remains on social media for good.