A new study from the University of Portsmouth unveils the darker aspects of social media influencers, highlighting urgent ethical, psychological and regulatory concerns, and calls for stricter oversight to mitigate these risks.
Social media influencers (SMIs) have undoubtedly revolutionized marketing, shaping consumer behavior and redefining brand strategies. However, a recent study conducted by the University of Portsmouth sheds light on the darker side of influencer culture, raising significant ethical, psychological and regulatory concerns.
The study, published in Psychology and Marketing, exposes multiple negative impacts associated with SMIs, such as the promotion of harmful products, spreading misinformation, reinforcing unrealistic beauty standards, fostering a harmful comparison culture, engaging in deceptive consumption practices and posing significant privacy risks.
“Social media influencers hold immense power over consumer decisions and cultural norms. While they provide entertainment, inspiration and brand engagement, the unchecked influence of some SMIs can lead to serious ethical and psychological consequences,” co-author Georgia Buckle, research fellow in the School of Accounting, Economics and Finance at the University of Portsmouth, said in a news release. “Our study highlights the urgency for both academic and industry stakeholders to address these challenges proactively.”
With influencer marketing projected to reach an estimated $480 billion by 2027, the reliance on SMIs to promote products and foster consumer trust is at an all-time high.
A survey by the Digital Marketing Institute (2024) found that 60% of consumers trust influencer recommendations, with nearly half of all purchasing decisions being influenced by these endorsements.
Yet, the study warns that this influencer-driven consumer landscape brings about several concerning issues.
First author Yuksel Ekinci, a professor of marketing and sales at the University of Portsmouth, highlighted the dual nature of influencers.
“Many SMIs act as opinion leaders or experts within their respective areas, frequently reviewing products and leveraging their authority, expertise or relationships with followers to influence purchasing decisions. Some inspire and entertain; others deceive and upset,” he said in the news release. “The deception and damage, and their impact on consumption, need to be carefully regulated.”
Negative Aspects of Influencer Marketing
The study categorizes the negative aspects of influencer marketing into six key themes:
- Promotion of Harmful Products: SMIs often endorse unhealthy or dangerous products like diet pills and detox teas without full disclosure, influencing especially younger audiences.
- Dissemination of Misinformation: Many influencers spread false information about health, politics and social issues without having the necessary expertise, leading to widespread disinformation.
- Reinforcement of Unrealistic Beauty Standards: By presenting filtered and curated images, influencers contribute to body dissatisfaction, low self-esteem and harmful beauty practices.
- Fostering of Comparison Culture: Influencer-driven content fuels lifestyle envy and social anxiety, leading to negative self-comparison and diminished well-being.
- Deceptive Consumption Practices: Some influencers engage in unethical behaviors, such as undisclosed sponsorships and promotion of counterfeit goods, undermining consumer trust.
- Privacy Concerns: The extensive data collection and sharing by influencers raise significant security and regulatory issues, posing risks for both influencers and followers.
Mitigation Strategies
To mitigate these risks, the study suggests several strategies for companies and policymakers:
- Transparency and Ethical Compliance: Enforce clear disclosure policies to ensure responsible influencer partnerships.
- Regulation and Consumer Protection: Strengthen policies on influencer marketing to prevent deceptive practices and misinformation.
- Mental Health Awareness: Prioritize authentic content that promotes well-being rather than unattainable ideals.
- Data Privacy Protections: Implement stronger safeguards and awareness campaigns to protect users from privacy breaches and data exploitation.
As the influence of social media continues to grow, this research provides a crucial framework for analyzing the broader implications of influencer culture and underscores the need for ethical marketing practices to foster a healthier digital ecosystem.