Social media influencers have become cultural powerhouses, setting trends, shaping lifestyles and even swaying political views. As their influence grows, so do ethical debates about them: are they villains exploiting their audiences, victims of an unregulated industry or champions driving positive change?

In our chapter in the recently released book, Influencer Marketing, we synthesized existing literature to explore the ethical minefield of influencer culture and attention economy. We scrutinized the responsibilities of influencers, brands, platforms and consumers, and the broader impact of influencers on society at large.

Influencers are often cast as villains in the online world. They are frequently criticized for inauthentic behaviour, such as by failing to disclose partnership agreements, perpetuating unrealistic beauty or lifestyle standards or by lying to their audiences outright.

Despite regulations, many influencers hide their paid partnerships. In 2023, for instance, the Australian Competition and Consumer Commission found that 81 per cent of influencers failed to properly disclose paid partnerships.

Influencers are incentivized to do this because advertising-heavy content can appear inauthentic and be off-putting to followers. These omissions mislead audiences into thinking products and brand reviews are based on genuine opinion, rather than part of a paid script.

Multiple influencers have also been caught lying to their followers about their lifestyles. One notable example is Belle Gibson, an Australian wellness influencer who falsely claimed to have cured her terminal cancer through diet. She gained a massive........

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