Some influencers are doing consumers harm by promoting harmful or counterfeit products. (Chay_Tee/Shutterstock)
In a nutshell
Influencers do more than sell products; they shape what we believe, how we feel about ourselves, and what we normalize. From misinformation to body image pressure, their posts can have real psychological effects, especially on younger audiences.
The influencer industry’s rapid growth, projected to hit $480 billion by 2027, is outpacing regulation, leading to ethical blind spots. These include undisclosed ads, promotion of harmful or fake products, and serious privacy risks.
Researchers from the University of Portsmouth have identified six core ways influencer marketing can harm consumers, and they’re calling for stronger oversight, clearer disclosure rules, and mental health protections.
PORTSMOUTH, England — Your favorite influencer’s lifestyle might look perfect, but the marketing tactics they use often aren’t. University of Portsmouth researchers have identified six ways influencer marketing harms consumers, from pushing counterfeit goods to spreading health misinformation. As companies pour billions into this growing industry, the question becomes: at what cost to consumers?
Social media stars have become major players in marketing. About 60% of consumers trust what influencers recommend, affecting half of all purchasing decisions. By 2027, companies will likely spend around $480 billion on influencer marketing worldwide.
Yet beneath those glossy posts and viral videos lurks what researchers call “the dark side” of influencer marketing. Their research, published in Psychology & Marketing investigates the harmful practices some influencers engage in and the negative effects these can have on followers.
The Six Shadowy Sides of Influencer Culture
Are there ethical concerns that need to be addressed when it comes to influencer marketing? (© diego cervo – stock.adobe.com)
Researchers identified six main problem areas where influencer marketing can harm followers:
1. Harmful product promotion
It’s not uncommon to see influencers backing diet pills, detox teas, or cosmetics with sketchy ingredients. One study found that nearly two-thirds of influencers posted about alcohol, typically showing it in fun social settings. While about 20% showed recognizable alcohol brands, very few disclosed they were paid advertisements. Even fewer included warnings like “#no18noalcohol.” This matters because young followers may see these posts and normalize drinking, potentially increasing alcohol consumption among teens.
2. Spreading misinformation
Because followers develop personal-feeling connections with influencers (called “parasocial relationships”), they might trust an influencer’s opinion more than traditional experts or even politicians. One study showed that when a fake influencer posted false information about COVID-19, followers who trusted that influencer became more skeptical of official health guidance. Without proper oversight, influencers can lead followers toward risky beliefs.
3. Impossible beauty standards
Many influencers use filters and editing tools that create unrealistic images. Research shows that just browsing Instagram lowers body satisfaction, especially among teenage girls with higher body mass indexes. In one study, over half the posts from top fitness influencers contained objectification. Constant exposure to these idealized bodies can push followers toward extreme dieting or risky cosmetic procedures.
4. Fuel for unhealthy comparisons
When influencers showcase their seemingly perfect lives, followers often feel inadequate by comparison. Studies show that spending more time viewing influencer content increases negative comparisons and feelings of envy. People with already low self-esteem are especially vulnerable.
5. Deceptive practices
Some influencers engage in deceptive practices. They might buy fake followers, promote counterfeit goods, or fail to disclose paid partnerships. One study found that 22% of people had bought fake products after an influencer recommended them. These practices undermine consumer trust and can put followers at legal and health risk.
6. Privacy concerns
Mega-influencers collect massive amounts of personal data from followers, creating privacy concerns. Many influencers may not understand data protection laws, putting themselves and their brand partners at risk of breaking increasingly strict privacy regulations.
Why This Matters and What Should Be Done
Influencer partnerships on social media should be more closely regulated. (© prima91 – stock.adobe.com)
The researchers developed six theoretical propositions that spell out how influencer behavior affects followers. For example, people exposed to harmful products promoted by influencers are more likely to consume those products, and viewing glamorized influencer lifestyles often causes negative social comparisons and higher anxiety.
The researchers suggest several strategies for policymakers and marketers to address these issues:
Transparency and ethical compliance: Brands must enforce clear disclosure policies to ensure responsible influencer partnerships.
Regulation and consumer protection: Governments should strengthen policies on influencer marketing to prevent deceptive practices and misinformation.
Mental health awareness: Companies and influencers must prioritize authentic content that promotes well-being rather than unattainable ideals.
Data privacy protections: Stronger safeguards and awareness campaigns are needed to protect users from privacy breaches and data exploitation.
“Social media influencers [SMIs] 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,” says one of the study authors, Georgia Buckle from the University of Portsmouth.
The Future of Influencer Oversight
As social media evolves and influencer marketing grows, understanding these potential harms becomes increasingly important. These issues affect real people’s well-being, consumer trust, and our broader digital culture.
Social media has transformed ordinary people into extraordinarily powerful marketing channels, often with minimal oversight or accountability. This research puts names to the uneasy feelings many of us experience while scrolling: the inadequacy, the FOMO, and the suspicion that we’re being sold something that’s too good to be true.
Paper Summary
Methodology
The Portsmouth team focused specifically on harm caused by influencers rather than general social media problems. They reviewed articles published in the last decade (2014-2024) in respected academic journals, initially finding 23,700 articles. After screening titles and abstracts, they identified 13 key sources from which they developed their six thematic clusters and research propositions.
Results
The research identified six areas of concern in influencer marketing: harmful product promotion, misinformation spread, unrealistic beauty standards, comparison culture, deceptive practices, and privacy risks. For each area, researchers found evidence of negative impacts on consumers, from increased alcohol consumption among teens to lower body satisfaction and self-esteem. They also found that 22% of consumers had purchased counterfeit goods based on influencer recommendations.
Limitations
As a research agenda rather than an empirical study, this work synthesizes existing literature but doesn’t generate new data. The relatively small number of key articles (13) reflects the nascent state of research on influencer marketing’s negative aspects. The identified themes may evolve as more studies emerge, and the theoretical propositions require empirical validation through future research.
Discussion and Takeaways
For consumers, this research emphasizes the importance of critical thinking when consuming influencer content. For brands, it highlights the need for ethical vetting of influencer partnerships. For regulators, it suggests gaps in current oversight that may require clearer guidelines or stronger enforcement. The researchers emphasize that addressing these issues requires expertise from marketing, psychology, law, and ethics, and offer 35 specific research questions to guide future investigations.
Funding and Disclosures
The authors declared no conflicts of interest in conducting this research. The paper doesn’t mention specific funding sources, suggesting the work may have been conducted as part of the authors’ academic responsibilities at the University of Portsmouth.
Publication Information
This research note, “The Dark Side of Social Media Influencers: A Research Agenda for Analysing Deceptive Practices and Regulatory Challenges,” was written by Yuksel Ekinci, Shubhankar Dam, and Georgia Buckle from the University of Portsmouth in the UK. It appeared in Psychology & Marketing in 2025 (Volume 42, pages 1201-1214) and was published on January 17, 2025. It is available as an open access article under Creative Commons Attribution License terms.