Environment-friendly chillies as ‘lip plumpers’ and various other damaging lies of social networks influencers
In today’s digital age, influencers hold considerable power in shaping perceptions and lifestyles, especially among Gen Z and millennials. Yet, behind the flashy exteriors, a disturbing trend has emerged: Fabricated lifestyles crafted to stand out, increase follower numbers, and profit from deceptive content.
The US experienced a prevalent influencer admission trend ahead of a ‘possible’…
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Case Studies
Another case arose in December 2024 when Victoria ‘Woah Vicky’ Rose staged a kidnapping in Nigeria for attention. After causing panic with ransom demands, Vicky casually revealed the kidnapping was a hoax, sparking widespread backlash for trivializing serious issues. Her controversial stunt highlighted the extreme lengths influencers may go to for online authority.
In Italy, Chiara Ferragni, with a substantial 28 million Instagram followers, faced criminal charges in early 2025 for misleading charity claims. Ferragni promoted Christmas cakes and Easter eggs, claiming profits supported a children’s hospital. Italy’s competition authorities fined Ferragni EUR1.1 million, demanding additional compensation for affected charities. Her case became a stark reminder of the real-world consequences of influencers exploiting goodwill.
France was also affected by influencer fraud through the case of ‘Swagg Guy’, who portrayed himself as a luxury-obsessed crypto millionaire. His lavish lifestyle, flaunted on Instagram and TikTok, attracted numerous young followers whom he cheated of EUR1.8 million through fake crypto and real estate investments. His eventual arrest spurred French lawmakers into passing the groundbreaking ‘loi influenceurs’ in 2024, introducing strict regulations to curb influencer deception, especially in cryptocurrency and luxury lifestyle promotions.
Influencer Disinformation in India
While Western cases often involved sensationalized individual incidents, India’s influencer disinformation landscape reveals a deeper systemic issue, intertwined with the allure of quick wealth and luxury. Influencers in India significantly promote crypto trading platforms and gambling applications, leaving young followers, mostly Gen Z and millennials, financially devastated by losses.
Finance influencers aggressively marketed cryptocurrency, making unproven claims of overnight wealth, exacerbating financial instability among young people. Influencers also promoted gambling apps disguised as ‘gaming’ platforms, enticing impressionable audiences with promises of easy winnings, masking the addictive and financially damaging nature of gambling.
The deceptive allure around luxury lifestyle in India extends beyond cryptocurrencies. Influencers frequently stage elaborate photoshoots with rented luxury cars, estates, and expensive gadgets, creating a facade of opulence that misleads young Indians into pursuing unattainable lifestyles.
Regulatory Efforts and Consequences
A Digital Marketing Institute study in 2024 found that 60 percent of consumers trust influencer recommendations. The misuse of the Indian influencer landscape goes further, with instances of influencers selling fake luxury products and promoting health and wellness scams.
Another concerning practice involves Indian influencers purchasing content to fake participation at VIP events, creating a false impression of attending luxury shows and gatherings. This pervasive influencer disinformation phenomenon underscores the need for proactive regulatory measures to combat misinformation and protect audiences from financial and physical harm.
Conclusion
Recognizing the growing concerns, the newly established self-regulatory India Influencer Management Council (IIGC) issued a comprehensive Code of Standards for Indian influencers in April 2025. The global phenomenon of influencer lifestyle disinformation brings significant implications, requiring collaborative efforts to prioritize authenticity and responsible content creation.
The author is a German Chancellor Other under Alexander von Humboldt Foundation, currently based in Berlin.
