An emotional exploitation or an enjoyable art test?

Le Petit Arthur re-acts scenes from classic movies and his parents photo him. He is a mannish boy who grants to family budget from now with ads next to his photos on website. There is a gossip about to proscribe using baby cuteness in ads since my childhood, however still nothing ever happens and in my judgement it will never be. Anyway, I adored Arthur's American Beauty and Blair witch Project photos. 

URL: http://www.studioarthur.co.uk