A new study is calling for tighter regulation due to the psychological, health, and security risks of… social media influencers.

The same group profiteering off of dance moves and fashion trends on sites like Instagram and TikTok are also revolutionising marketing, shaping customer behaviour, brand strategies, and even societal norms.

However, new research from the University of Portsmouth has exposed the lesser-known side of social media influencer culture, one that raises ethical, psychological and regulatory concerns.

The study systematically examines the negative impacts of SMIs, highlighting issues such as misinformation, the endorsement of dangerous products, unrealistic beauty standards, the fostering of a comparison culture, deceptive consumption, and privacy risks.

With influencer marketing projected to reach an estimated $480 billion by 2027, companies increasingly rely on social media influencers to promote products and foster consumer trust.

A Digital Marketing Institute survey from 2024 found that 60% of consumers trust influencer recommendations, with nearly half of all purchasing decisions being influenced by these endorsements.

However, as influencer culture grows, so do concerns about its unintended consequences.

The paper, published in Psychology and Marketing, warns the power of social media influencers is creating a worrying consumer landscape.

Unlike traditional celebrities, whose fame is typically rooted in institutional settings – such as acting, music, or sports – influencers gain recognition through social media platforms, often relying on personal branding and consistent engagement with their audiences.

“Many SMIs [social media influencers] 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,” Yuksel Ekinci, professor of marketing and sales at the University of Portsmouth said.

“The deception and damage, and their impact on consumption, need to be carefully regulated.”

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The study categorised the negative aspects of influencer marketing into six key themes:

1. Promotion of Harmful Products – Influencers often endorse unhealthy or dangerous products such as diet pills, detox teas, and alcohol without full disclosure, influencing consumption habits, particularly among younger audiences.

2. Dissemination of misinformation – Many influencers, despite lacking expertise, spread false information about health, politics, and social issues, leading to potentially widespread disinformation.

3. Reinforcement of unrealistic beauty standards – By presenting filtered and curated images, influencers contribute to body dissatisfaction, low self-esteem, and harmful beauty practices.

4. Fostering of comparison culture – Influencer-driven content fuels lifestyle envy and social anxiety, leading to negative self-comparison and diminished wellbeing.

5. Deceptive consumption practices – Some influencers engage in unethical behaviours such as undisclosed sponsorships, promotion of counterfeit goods, and misleading advertisements, undermining consumer trust.

6. Privacy concerns – The extensive data and sharing by influences raise significant security and regulatory issues, posing risks for both influencers and followers.

The study therefore calls for more stringent oversight, increasing transparency, and ethical marketing strategies to mitigate these risks.

Researchers are calling on brands to enforce clear disclosure policies to ensure their partnerships with influencers are transparent and responsible.

Companies and influencers should also ensure their they prioritise authentic content that promotes well-being rather than unattainable ideals.

Governments should also strengthen their policies on influencer marketing to prevent deceptive practices and misinformation, as well as ensuring that stronger safeguards and awareness campaigns are in place to protect users from privacy breaches and data exploitation.

“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. “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 research offers a critical framework for analysing influencer culture beyond its commercial benefits, emphasising the need for ethical marketing practices and a healthier digital ecosystem.