Influencer Promotion of Weight Loss Products - Health Issue or Business as Usual?

The Issue:

Nowadays, it is tough to scroll through instagram without coming across some sort of paid sponsorship. Whether it is your favorite beauty guru promoting a new eyeshadow palette or one of the Kardashian sisters endorsing a new detox tea, current power of influencers cannot be denied. A recent 2019 study shows that 51% of social media users are more likely to trust a product that is marketed by an influencer, rather than directly from the brand. In an essay discussing celebrity endorsements it is stated: “Accompanied by a relevant fit with the endorsed products, source characteristics such as high attractiveness, likeability, familiarity, and similarity can drive attributions that an endorser likes and values the advertised brand” (Kapitan & Silvera 558). Since becoming so prominent in the marketing world, social media influencers are now required to follow guidelines imposed by the Federal Trade Commission (FTC) whenever they publish a paid post about a product. Under these guidelines, influencers must readily disclose when a post is sponsored. Although a simple “#ad” is sufficient under FTC guidelines, Instagram has stricter rules that its influencers must follow regarding posting sponsored content. Instagram has since rolled out a “Paid partnership with” tool to simplify tagging business sponsors with which influencers have a relationship. According to Instagram, “This makes the nature of the relationship more transparent for the community”. Instagram further states how one of the benefits of branded content ads is the control that creators have over their content and the partnerships they choose to take on. 

That being that case, there is discussion surrounding which products influencers should, or should not, promote. Products such as Flat Tummy Tea, an example of the aforementioned detox teas advertised by the Kardashians, are seen as being potentially harmful to their intended audiences. Accordingly, the Kardashians have faced criticism for their rampant promotion of such products and apparent lack of concern for their younger followers. Younger fans are often less knowledgeable when it comes to distinguishing between influencers’ genuine beliefs about a product and their paid opinions. Instagram advertisements for weight loss tea products are seen as reckless by some, and within the bounds of responsible social media advertising by others. Despite the concern that such advertisements expose young, easily-influenced audiences to what are essentially laxatives and meal replacements, others see these advertisements as simply part of the reality of social media marketing. Instagram has since banned underage users from viewing posts featuring weight loss products. Nevertheless, body shaming and dysmorphia are not limited to people under eighteen. Therefore, Instagram needs to enforce stricter, more widespread rules concerning what influencers may or may not promote, with sketchy weight loss products falling firmly into the ‘do not promote’ category. 

Arguments:

In June of 2019, Democratic Senator Richard Blumenthal sent a letter to the chairman of the Federal Trade Commission (FTC), requesting a federal investigation into the “misleading, predatory marketing practices” of such detox tea products as well as the influencers who promote them. In the letter, he calls out companies’ use of instagram influencers to promote weight loss products in order to target populations already vulnerable to body shaming and low self esteem. Blumenthal further described in his letter how “These products, marketed to adolescents and young adults through celebrity endorsements and social media for weight loss and wellness, are ineffective at best and dangerous at worst”. He targets brands such as Flat Tummy Co, Lyfe Tea, BooTea, MateFit and Fit Tea, all of which have a foot in the door of social media marketing. Specifically, Blumenthal criticizes Kim Kardashian for long promoting these ineffectual and potentially harmful products to her audience of mostly “vulnerable teenagers and young adults”. Further, “expertise can also be derived from aesthetic characteristics: attractiveness of a celebrity endorser leads to higher endorser credibility and more favorable attitudes when the product category is attractiveness-related” (Kapitan & Silvera 560) making Kim Kardashian’s influence surrounding these types of products especially effective.

Actress Jameela Jamil is another public figure who has used her platform to speak out against reckless Instagram marketing of weight loss teas. She has responded to such advertisements on social media with the true facts about these weight loss teas. In response to Khloe Kardashian’s now deleted Instagram post touting Flat Tummy Co’s meal replacement shakes, Jamil said: "If you're too irresponsible to: a) own up to the fact that you have a personal trainer, nutritionist, probable chef, and a surgeon to achieve your aesthetic, rather than this laxative product...And b) tell them the side effects of this NON-FDA approved product, that most doctors are saying aren't healthy [...] then I guess I have to.” Furthermore, Jamil expressed sadness towards Kardashian for promoting the same toxic mindset surrounding food and health that have been forced onto her. It is not enough that Instagram now enforces an age restriction for viewing such content - these types of promotional posts must stop all together. Either promotion of weight-loss products must be banned entirely or the whole truth must be presented along with the toned tummy picture and words of praise, as Jamil did.  

Counter argument:

From a business standpoint, increased advertising regulations are harmful to all those involved. According to a study performed by John Hopkins Carey Business School “regulations meant to protect consumers from predatory social media marketing tactics actually contribute to a decrease in competition between influencers, causing the overall amount of paid content to rise and audience engagement to plummet.” The tension an influencer feels between maintaining their followers’ trust while also posting advertisements leads to increased competition between influencers. They must strike a fine balance between seeming genuine and trustworthy to their fans, all the while continuing to post paid content. Therefore, Instagram’s new guidelines to increase transparency between influencers and promotional products or companies is harmful for maintaining this sense of genuineness. Appearance is everything on Instagram and followers are less likely to buy a product if they feel it is simply a money grab and not a genuine celebration of said product. Accordingly, “Separating paid content from unpaid recommendations… reduces the incentive for the influencer to create engaging and attractive paid content and allows the influencer to take on more paid content without the threat of losing followers.” This subsequently harms followers since they receive lower quality recommendations, which in turn harms marketers who “observe lower levels of engagement” and, finally, harms influencers since they are paid less by the marketers (“Advertising Regulations”). 

Final thoughts:

Regardless of potentially detrimental effects for marketers, influencers and consumers, Instagram has a responsibility to increase influencer guidelines regarding sponsored posts of weight loss products, such as detox teas and meal replacement shakes. Ideally, these types of social media advertisements should be banned all together due to their potentially harmful effects. Despite still allowing influencers to promote weight loss products, Instagram has taken some action, such as enforcing an age restriction on sponsored posts. However, age restrictions are easy to get around and furthermore, adults are not excluded from the potential dangers that consuming these products present. In the same way that Instagram influencers are now required to clearly state when a post is sponsored, they should likewise be required to list all side effects of a product and whether or not it is approved by the FDA.

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