Influencers Earn ‘Worst Reputation’ Title in UAE Survey

DUBAI – A new survey has revealed that social media influencers now hold the ‘worst reputation’ title in the United Arab Emirates (UAE), sparking serious conversations about the future of the industry.

According to Insight Discovery, the organization behind the study, audiences are becoming increasingly wary of influencer culture and the unregulated advice that often circulates online.

A Wake-Up Call for the Industry

Nigel Sillitoe, CEO of Insight Discovery, did not mince words:

“The rise of influencers to the top of this list is a clear wake-up call for the industry. As audiences tire of the behaviour of some influencers and grow more conscious of the risks linked to unregulated online advice, the demand for greater transparency and accountability has never been stronger.”

This statement highlights a growing divide between digital personalities and the audiences they seek to engage.

Why Public Sentiment Is Changing

Experts say several factors are driving the decline in trust:

Over-commercialisation of content, where posts feel more like ads than genuine recommendations
Misinformation risks, with some influencers offering health, financial, or lifestyle advice without proper expertise
Lack of regulation, leaving audiences exposed to unverified claims

As a result, once-popular influencers are now facing increasing criticism and skepticism.

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Transparency and Accountability Demands

The survey results indicate that people want a reset in how influencer marketing works. Viewers are demanding:

Clearer disclosures on paid partnerships
Stricter regulatory guidelines for influencer advertising
More authenticity in digital storytelling

For brands, this means rethinking their influencer strategies if they want to keep audiences engaged and build long-term trust.

The Bigger Picture

While influencers remain a powerful tool in digital marketing, the survey underlines a turning point. Without transparency, ethics, and responsibility, the industry risks alienating the very audiences it depends on.

The ‘worst reputation’ label serves as both a warning and an opportunity — a chance for influencers to reset their image and rebuild trust with their followers.