The "dark side" of influencers has raised concerns among scientists.

The popularity of social media and a vast audience have turned so-called influencers, or "opinion leaders," into a powerful force that shapes information perception, follower behavior, and societal norms. However, the consequences of this influence are not always positive. Researchers have examined the key negative aspects and have called for stricter regulation in this area.

2025-02-26 10:01:13https://naked-science.ru/article/psy/temnaya-storona-inflyuens

A recent study on the "dark side" of influencers, with whom companies are increasingly collaborating to promote products and services, was published in the journal Psychology and Marketing. The authors—experts in marketing, business, and law from the University of Portsmouth (UK)—examined existing publications in the academic literature and identified six key issues related to the activities of social media "opinion leaders."

Promotion of Harmful Products

Influencers often advertise alcohol, dietary supplements, or cosmetics that may contain potentially dangerous ingredients. This poses health risks to their followers, particularly among youth and teenagers.

Spread of Misinformation

Many influencers, despite lacking the necessary professional knowledge and skills, disseminate false information about health, politics, and social issues, thereby promoting harmful misconceptions and undermining the credibility of professionals.

Unrealistic Beauty Standards

By posting edited photos and videos, influencers create unattainable ideals of beauty. This can lead to body dissatisfaction, decrease self-esteem, and provoke eating disorders among individuals.

Comparison Culture

Glossy images from the lives of "opinion leaders" fuel envy and instill feelings of inadequacy, anxiety, and depression in their audience.

Deceptive Practices

Some unscrupulous influencers resort to hidden advertising, use fake reviews, and promote counterfeit products. This endangers consumers and erodes their trust in brands. A review of studies indicated that a significant portion of influencer publications mentioning brands of alcohol lacked advertising labels. Additionally, 22% of surveyed users purchased counterfeit products based on influencer recommendations.

Privacy Threats

Extensive data collection by influencers and sharing it with third parties increases the likelihood of cybercrimes and breaches of personal information.

To mitigate these risks, stricter oversight of influencer activities by authorities is necessary. Without proper regulation, their actions could exacerbate a wide range of social issues, concluded the authors of the study.