Why influencers need to stop promoting these products on social media
Anywhere you look these days, there’s a paid or promoted ad on social media.
A subtle product in the corner of a photo or a clever caption of how a product has changed their lives for the better (fitter, skinnier, more beautiful). At the end of the day, it’s all for exposure for those certain brands and designers.
Now, there’s nothing wrong with showcasing amazing designs and products…as long as they’re non-harmful and the right information is disclosed to the public…especially if they can damage their health.
Influencers have a lot of sway over what consumers purchase. Back in 2016 the Competition and Markets Authority (CMA) took action against influencers were sponsored to promote brand products on social media. The CMA now states that if anyone is getting paid to promote a product on social media, they must declare it is an ad so consumers are aware that the photo that they are looking at (and the positive captions) are paid for.
This obviously hasn’t stopped celebrities from posting ads, but certain ads in particular are really not sitting well with people, especially Jameela Jamil.
Jamil is British actress, model, presenter and activist and is proactive in speaking out about social issues. She went viral for leaving this comment on Khloe Kardashians social media Instagram post promoting Flat Tummy Shakes:
Khloe then responded to this comment with an interview with the New York Times stating that she’s never had a chef as she cooks herself, she posts all of her personal training session online via Snapchat because she understands that not everyone can afford a personal trainer.
“Well, listen, I am showing you what to do, silly person, 15 repetitions, three times, here’s the move…” she said.
Then there was this:
No. Fuck off. No. You terrible and toxic influence on young girls. I admire their mother’s branding capabilities, she is an exploitative but innovative genius, however this family makes me feel actual despair over what women are reduced to. ☹️ pic.twitter.com/zDPN1T8sBM
— Jameela Jamil 🌈 (@jameelajamil) May 16, 2018
Kim had this to say in response to people hating on her family’s endorsements on social media:
“If there is work that is really easy that doesn’t take away from our kids, that’s like a huge priority, if someone was faced with the same job opportunities, I think they would maybe consider,” she said. “You’re going to get backlash for almost everything so as long as you like it or believe in it or it’s worth it financially, whatever your decision may be, as long as you’re O.K. with that.”
Their response, or lack of response to promoting such items have created severe backlash amongst consumers. Many have stated that influencers are ignoring the risks that come with weight loss products and are not understanding the strength of their influencer among young impressionable minds that view their photos.
This is definitely not a slam piece on the Kardashians. Many other influencers have promoted these weight loss products including Jamie Lynn Spears, Cardi B, Iggy Azalea, Demi Lovato, Sarah Hyland, Alli Simpson, Ashley Benson, Bella Thorne, just to name a few.
But of course, it’s impossible to turn a blind eye on the strength of the influence that the whole Kardashian-Jenner family have together through their socials. As social influencers, shouldn’t they have a social responsibility to their fans to promote the right things on social media? This applies to all social influencers.
Young people have enough pressure as it is at the moment, with one in 10 young people affected by mental health issues. More than ever we need to promote wellbeing and health as a top priority with young people.
Here at Adzurra, we strongly believe that influencer marketing is a great tool to promote amazing products to a large target audience. However, it is also extremely important to send positive messages and disclose the side effects of a product to ensure safety among impressionable young minds.
What are your thoughts?