VIENNA: Many so-called influencers are allegedly spreading "misleading information" about prescription medicines in "ethically problematic" paid-for promotions that blur the line between personal testimony and marketing.
Researchers from the University of Vienna, University of Colorado Boulder and Dartmouth College have found influencers' efforts at marketing drugs for anything from migraines to weight loss to be "consistently associated with misinformation."
Typically, the promos involve "emotionally resonant narratives" peppered with "personal stories and experiences" – formats that make such thinly-disguised advertising a "persuasive force" unimpeded by limited oversight or enforcement.
Citing a "growing phenomenon" of influencers with "limited expertise" being paid to promote prescription medicines, the team said public health needed better protection and warned of an "urgent need" for new rules.
The influencers' potentially malign impact is facilitated by "weak and outdated regulatory oversight" as well as audiences that can in some cases struggle with "recognizing promotional intent when marketing," particularly when such material is "embedded in personal narratives."
In a paper published by the American Medical Association, the researchers called for "updated regulatory guidance, stronger and standardised disclosure requirements, enhanced platform accountability, and targeted digital literacy initiatives."
Influencers have not only faced criticism for relentless "selfie-hunting" in locations home to rare flora and fauna. They have also been accused of peddling questionable fad diets on platforms such as TikTok.
In 2024, Munich-based Statista published a report suggesting influencers' sway could be on the wane amid "growing scepticism" about their tie-ups with businesses.
However, a Gallup survey published in the meantime showed four in 10 young Americans turning to influencers to keep up to date with news. – dpa
