Opinion Green chillies as ‘lip plumpers' and other damaging lies of social media influencers
In today's digital age, influencers hold significant power in shaping perceptions and lifestyles, especially among Gen Z and millennials. Yet, behind the glittering facades, a disturbing pattern has emerged: Fabricated lifestyles crafted to attract attention, boost follower numbers, and profit from misleading content.
The US experienced a widespread influencer confession trend ahead of a 'possible' TikTok ban. High-profile TikTok stars shocked followers by openly admitting their content was fabricated. Lexi Hidalgo, known for her cozy morning 'coffee talks' with 2.7 million followers, confessed she never drank the coffee featured in her videos. Similarly, DIY (Do It Yourself) influencer Kaeli Mae, who amassed 14 million followers, admitted to never using the unique ice cubes she showcased. Even TikTok's top star, Charli D'Amelio, clarified past deceptive posts, leaving fans feeling betrayed. These confessions generated millions of reactions, intensifying debates around authenticity and influencer responsibility.
Another case emerged in December 2024 when Victoria 'Woah Vicky' Rose, staged a kidnapping in Nigeria for attention. After creating panic with ransom demands, Vicky casually revealed the kidnapping was a prank, prompting widespread backlash for trivialising serious issues. Her controversial stunt underscored the extreme lengths influencers may go for online clout. In Italy, Chiara Ferragni, with a massive 28 million Instagram followers, faced criminal charges in early 2025 for misleading charity claims. Ferragni marketed Christmas cakes and Easter eggs claiming proceeds supported a children's hospital.
Italy's competition authorities fined Ferragni €1.1 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 Man', who portrayed himself as a luxury-obsessed crypto millionaire. His lavish lifestyle, flaunted across Instagram and TikTok, attracted thousands of young followers whom he defrauded of €1.8 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.
While Western cases often featured sensationalised individual incidents, India's influencer disinformation landscape reveals a deeper systemic problem, intertwined with the allure of quick wealth and luxury. Notably, influencers increasingly promote crypto trading platforms and gambling apps. Young followers, largely Gen Z and millennials, were often left financially devastated by losses. Finance influencers aggressively marketed cryptocurrency, presenting unverified claims of overnight wealth, exacerbating financial instability among youth. Influencers frequently promoted gambling apps disguised as 'gaming' platforms, enticing impressionable young audiences with promises of easy winnings. These promotions often hid the addictive and financially devastating nature of gambling.
The deceptive glamour around luxury lifestyle in India extends beyond cryptocurrencies. Influencers regularly stage elaborate photoshoots with rented luxury cars, mansions, and expensive accessories, creating a facade of opulence. This deceptive practice has surged, misleading young Indians into chasing unattainable lifestyles. A Digital Marketing Institute (2024) survey found that 60 per cent of consumers trust influencer recommendations.
Misuse of the Indian influencer landscape goes further, with cases of influencers selling counterfeit luxury products and promoting health and wellness scams. Fake cosmetic products and fraudulent supplements promising unrealistic health benefits have flooded social media, misleading consumers and risking public health. Another alarming practice involves Indian influencers purchasing photos and videos from agencies to fake attendance at high-profile VIP events. In 2024, a Bengaluru -based woman exposed services that allow influencers to buy curated content from exclusive events, falsely creating the illusion of attending luxury concerts and gatherings. This phenomenon, described as 'dystopian' highlights how pervasive and elaborate influencer disinformation has become.
Further demonstrating dangerous influencer disinformation, beauty influencer Shubhangi Anand created outrage with her 'natural lip plumper' video, encouraging followers to rub raw green chillies on their lips. Her video, amassing over 22 million views, alarmed medical professionals and fans alike, leading major news outlets to condemn such reckless advice. This incident exemplified how influencer misinformation in India is not just financially damaging but also physically harmful. Recognising these growing issues, the newly formed self-regulatory India Influencer Governance Council (IIGC), released a comprehensive Code of Standards for Indian influencers in April 2025.
The global phenomenon of influencer lifestyle disinformation undeniably carries significant implications. While shocking admissions and high-profile scandals in the US and Europe command headlines, India's subtler but pervasive issues involving crypto scams, gambling promotions, and fabricated luxury lifestyles may inflict deeper societal damage. Young followers worldwide face increasing mental health risks, financial losses, and physical harm due to misleading influencer practices. Combating influencer-driven disinformation requires proactive efforts from social media platforms, regulators, and audiences alike, fostering a culture prioritising authenticity and responsible content creation.
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