Social media analyst Emily Hund: ‘We can never know the truth behind an influencer’s seeming authenticity’
Today influencers sell ideas as well as products. But the integrity on which their status rests, says the US academic, is as unknowable as the algorithms that promote their content
Consumers can struggle to unravel whether claims about a brand or product's sustainability are accurate, but regulators are cracking down on misleading climate claims in advertising.