Social media influencers have transformed marketing, shaping consumer behavior, brand strategies, and even societal norms. While their reach and impact are undeniable, a new study published in Psychology and Marketing from the University of Portsmouth highlights the psychological, social, and security risks associated with influencer culture, calling for stricter regulation.
“Social media influencers hold immense power over consumer decisions and cultural norms,” Dr Georgia Buckle, Research Fellow in the School of Accounting, Economics and Finance at the University of Portsmouth, said in a recent statement.
“While they provide entertainment, inspiration, and brand engagement, the unchecked influence of some SMIs can lead to serious ethical and psychological consequences. Our study highlights the urgency for both academic and industry stakeholders to address these challenges proactively.”
The Rise and Risks of Influencer Culture
Influencer marketing is projected to grow to an estimated $480 billion by 2027. A Digital Marketing Institute (2024) survey found that 60% of consumers trust influencer recommendations, with nearly half of purchasing decisions being influenced by these endorsements. However, concerns about misinformation, deceptive marketing, and unrealistic beauty standards have escalated alongside their growing influence.
In this new study, University of Portsmouth researchers explored key dangers posed by social media influencers (SMIs), warning that their power is creating a troubling consumer landscape. Unlike traditional celebrities, influencers gain recognition through social media platforms, often relying on personal branding and audience engagement rather than professional credentials.
“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,” Professor Yuksel Ekinci, an expert in marketing and sales at the University of Portsmouth, explained. “Some inspire and entertain; others deceive and upset. The deception and damage, and their impact on consumption, need to be carefully regulated.”
Six Concerns with Using Influencer Branding
The research highlights six primary concerns associated with influencer marketing. One of the most pressing issues is the promotion of harmful products, where influencers endorse items such as diet pills, detox teas, and alcohol without full disclosure. This practice can shape unhealthy consumer habits, particularly among younger audiences who may not recognize the risks involved. Another major concern is the dissemination of misinformation. Despite lacking expertise, many influencers spread false claims about health, politics, and social issues, leading to widespread misinformation that misguides audiences.
The study also sheds light on the reinforcement of unrealistic beauty standards. The extensive use of filters and carefully curated images contributes to body dissatisfaction, low self-esteem, and harmful beauty practices among followers. This feeds into a broader issue—the fostering of a comparison culture—where constant exposure to influencer-driven content fuels social anxiety, lifestyle envy, and negative self-comparison, ultimately harming mental well-being.
Additionally, deceptive consumption practices have been identified as a significant risk. Some influencers engage in unethical behaviors, such as undisclosed sponsorships, promotion of counterfeit goods, and misleading advertisements, which erode consumer trust. Privacy concerns also pose a growing threat, as influencers’ extensive data collection and sharing raise serious security and regulatory challenges, affecting both influencers and their audiences.
Addressing the Risks: Proposed Solutions
To mitigate these risks, the study calls for improved transparency, ethical marketing strategies, and stricter oversight of influencer content. Researchers suggest that brands enforce strict disclosure policies to ensure responsible influencer partnerships. Additionally, governments should introduce stronger regulations to prevent deceptive marketing practices and combat misinformation.
Another key recommendation is promoting mental health awareness. Companies and influencers should prioritize authentic and responsible content that supports well-being instead of perpetuating unattainable ideals. Lastly, data privacy protections must be strengthened, with better safeguards and public awareness campaigns to protect users from privacy breaches and data misuse.
As influencer marketing expands, this research presents a critical framework for understanding its broader implications. It underscores the need for ethical marketing practices and stronger policies to foster a healthier and more responsible digital ecosystem.
Kenna Hughes-Castleberry is the Science Communicator at JILA (a world-leading physics research institute) and a science writer at The Debrief. Follow and connect with her on BlueSky or contact her via email at kenna@thedebrief.org