For the first time, social media influencers have been ranked as the least trusted profession in the UAE. The results come from the seventh annual “Worst Reputation in the UAE” survey conducted by Insight Discovery.
Previously, credit card issuers and recruitment agencies topped the rankings. This year, social media influencers took the lead, with 21% of residents citing them as having the worst reputation. They were followed by telemarketers and call centres (19%), credit card issuers (13%), recruitment firms (11%), and real estate agents (8%).
The decline in trust is linked to undisclosed promotions, misleading endorsements, and a lack of transparency. The survey highlighted “finfluencers,” influencers promoting unregulated financial schemes, as a major contributor to the reputational drop.
Nigel Sillitoe, CEO of Insight Discovery, said, “The findings are a wake-up call for the social media industry. Audiences are now more aware of unverified online advice. UAE’s new licensing rules for finfluencers are vital to restore trust.”
Content creators also reacted to the survey. Syrian-Canadian influencer Lana Kaati, who has over 51,000 followers, said she avoids campaigns that do not align with her values. She emphasized promoting only products she trusts to maintain credibility.
UAE national Hajar Hassan pointed out that curated social media personas and staged content often mislead audiences. Many influencers present paid promotions as genuine use, which erodes public trust.
Some residents remain cautious rather than fully rejecting social media influencers. Dubai resident Bhavya Rao said she checks promotions carefully and verifies products before buying. “Financial advice from influencers is risky, but I sometimes explore travel deals or affordable products after reviewing them,” she added.
The survey highlights a growing credibility crisis for social media influencers in the UAE. While their audience continues to expand, residents increasingly demand transparency, responsible endorsements, and stricter regulations to rebuild trust.
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