Oversight of Influencer Social Media Posts Hard: Researchers
University of Chicago researchers say that while the federal government has proposed expanding direct-to-consumer ad oversight to include influencer partnerships and sponsored content, “effective oversight will be challenging because promotion is driven by thousands of individual creators rather than a few dozen companies.” Writing in a JAMA Research Letter, the authors say they conducted a content analysis of 740 high-engagement, regulator-relevant social media posts from 2023 that had amassed more than 57.5 million views as of 1/2025. The posts were from Facebook, Instagram, TikTok, and YouTube, and discussed GLP-1 agonists, attention deficit disorder/hyperactivity disorder stimulants, or autoimmune biologics.
Overall, the researchers report, 175 posts (23.6%) used promotional language, with prevalence ranging from 14.4% on TikTok to 33% on Instagram. Some 116 posts (15.7%) included specific calls to action, with prevalence ranging from 6.1% on TikTok to 23.1% on Instagram.
“Despite these marketing elements,” the article says, “explicit disclosures of sponsorship using sponsored tags were rare, appearing in only 16 posts overall, ranging from 0.5% on YouTube to 4.7% on Facebook.”
The researchers found that with all factors combined, undisclosed influencer promotion was present in at least 593 (80.1%) of the high-engagement social media posts. “When reviewing all posts for fair balance,” they say, “efficacy claims were made in 511 posts (69.1%). In contrast, information on risks or adverse effects was mentioned in 247 (33.4%) of all 740 posts. Among the 511 posts making efficacy claims, only 165 (32.3%) also included any information on risks or adverse effects, creating a skewed information environment for patients.”