The influencer marketing industry is extremely dynamic. Its global value is estimated to reach approximately $32.5 billion in 2025, and it continues to grow rapidly. This growth is driven by the increasing popularity of social media, the integration of influencer marketing with e-commerce, and the dynamic development of AI tools that are increasingly shaping the industry.
In Poland alone, there are already more than 700,000 active online creators, making social media not only a space for entertainment and sales but also a full-time profession for many digital creators.
However, alongside financial rewards and recognition come serious challenges. People who pursue this career face daily hate, loneliness, income instability, and constant pressure to maintain credibility. At the same time, audiences cannot always be certain whether an influencer’s opinion about a product reflects a genuine recommendation or a paid advertisement. Research by Dr. Emilia Zakrzewska and Dagmara Tarka from the Faculty of Journalism, Information and Bibliology at the University of Warsaw sheds light on these realities and proposes potential solutions.
To better understand the reality that remains invisible to most social media users, the researchers conducted extensive studies. Their work included numerous in-depth interviews with influencers as well as a broad analysis of media content. The participants represented different levels of popularity, from micro-influencers to major social media stars. Platforms such as Instagram, TikTok, and Facebook were examined, including differences in interactions and hate depending on the online environment.
The universal price of popularity
Interviews with online creators revealed that nearly all of them (almost 94%) have experienced hate. Most commonly, these attacks concerned their appearance and statements (48.4% each), as well as their profession (35.5%). At the same time, many creators say they try to ignore negative comments, treating them as an inevitable part of their work. Nevertheless, the pressure created by hateful comments often leads to health problems caused by chronic stress and ultimately reduces job satisfaction.
Interestingly, the researchers noticed discrepancies in influencers’ statements about their experiences with hate. During individual in-depth interviews, participants were more likely to acknowledge its negative effects (62.5%). However, in the analyzed media appearances, more than half of the respondents claimed they did not feel any effects of hate speech.“The source of these discrepancies likely lies in the method of data collection. We conducted in-depth interviews during individual online meetings, in a safe and comfortable atmosphere for the respondents, without cameras. The media data, on the other hand, comes from interviews conducted in the podcast PR na backstage’u (‘PR Backstage’) and the video podcast Backstage, whose episodes are publicly available on platforms such as YouTube and Spotify. In this context, it may have been more difficult for influencers to openly admit that they experience the effects of hate. In almost every conversation, they emphasized that haters derive satisfaction when influencers respond to hateful comments, which can further escalate hate speech. Declaring the negative effects of hate may therefore become ‘grist to the mill’ for haters and motivate them to continue their attacks. In the analysis of media content, the lower reported impact of hate speech may reflect influencers’ attempts to defend themselves against it,” explains Dagmara Tarka.
Advertising beyond the law
The research conducted by Dr. Emilia Zakrzewska and Dagmara Tarka also highlights another serious issue in the influencer marketing industry: the frequent failure to properly label advertising collaborations with brands.
“Despite recommendations developed by the Office of Competition and Consumer Protection (UOKiK) together with a team of experts regarding tagging of advertising content – and despite many months of educational campaigns carried out by this office – many influencers and brands still fail to disclose advertising, gifts, product tests, or self-promotion. This violates the principles of fair competition and misleads consumers. Everyone has the right to know whether what they are watching results from a commercial partnership or a genuine recommendation. Audiences often develop a special bond with influencers, identifying with them and trusting them. That is why regulating tagging of advertising content is important not only for legal and tax reasons, but also for ethical ones,” emphasizes Dr. Emilia Zakrzewska.
These recommendations have already begun to be enforced. In 2023, Olimp Laboratories – a company producing medicines and dietary supplements – was fined more than PLN 5 million by the President of the Office of Competition and Consumer Protection. At the same time, the regulator imposed a total fine of over PLN 40,000 on three influencers cooperating with the manufacturer of illegally promoted products. Since then, many other social media personalities have been investigated for improper tagging of advertising content. Violations of collective consumer interests can be punished with fines of up to 10% of a company’s turnover. The issue also affects sectors that are strictly regulated in traditional media.
“Advertisements promoting alcohol, medicines, and tobacco products are another significant problem. The rules governing advertising for these products are strictly defined for television, radio, and press. On social media, however, this type of marketing activity is regulated less rigorously, which poses a particular risk for younger audiences. The relevant authorities should address this issue, especially since appropriate laws already exist. What remains is the question of enforcement and consequences,” adds Dr. Zakrzewska.
The realities of influencer marketing require systemic changes – both for the influencers themselves and for internet users who consume the content they create. Some creators are already taking independent educational initiatives to combat hate speech, but this is not enough. Large-scale social campaigns are needed to raise awareness about online hate, its consequences, and ways to respond to it.
At the same time, education and clearer legal regulations aimed at creators and brands are essential in the area of advertising disclosure on social media. At a time when influencer marketing has become a fully established profession, spreading knowledge about ethics and professional standards – and ensuring they are effectively enforced – is crucial for the well-being of creators, consumers, and the market as a whole.
The article was originally published in Polish on the Serwis Naukowy UW website on March 5, 2025. It was updated in March 2026.
