The dangers of influencer marketing: A call for accountability in South Africa

IN TODAY’S world, influence is a form of currency. Young people often trust social media influencers more than traditional advertising or even official government communication. They see them as relatable, aspirational and authentic. This trust has turned influencer marketing into one of the most powerful tools of persuasion in the modern era.

- TSHEPO MATSEBA

But when influence is left unchecked and accountability is missing, the same platforms that inspire dreams can also create danger.

South Africa is now facing this reality. The latest controversy is the Russian “Alabuga Start” programme, which was promoted on social media as a chance for young South Africans to study and work abroad. Behind the glossy Instagram reels and persuasive TikTok videos, however, are disturbing allegations of human trafficking and forced labour.

For a country where youth unemployment sits above 45 percent, this is a cruel form of exploitation. It takes advantage of desperation by dangling the false promise of opportunity. This is not an isolated case. It points to a deeper problem in how influence is sold, abused and too often left unregulated.

When influence turns dangerous

Globally, we have seen what happens when influencer-driven campaigns collapse. The Fyre Festival in 2017 is one of the most infamous examples. Celebrities like Kendall Jenner and Bella Hadid sold the image of a luxury music experience in the Bahamas that simply did not exist. Attendees were left stranded with no proper food or shelter. Lawsuits followed, reputations were destroyed, and the festival became a cautionary tale.

More recently, the hype around cryptocurrencies and NFTs saw many influencers promoting schemes that later collapsed. Kim Kardashian was fined over a million dollars in the United States for failing to disclose that she was paid to promote a worthless token.

Logan Paul and others are still facing lawsuits for misleading their followers. These cases highlight a simple truth: influence without responsibility is dangerous. And when jobs, savings or futures are on the line, the cost is not just reputational, it is deeply human.

South Africa’s lessons in digital manipulation