For the first time, social media influencers have been ranked as the least trusted profession in the UAE, according to the seventh annual “Worst Reputation in the UAE” survey conducted by Insight Discovery.
The rankings, which for years were dominated by credit card issuers and recruitment agencies, shifted significantly this year. Influencers took the top spot, with 21% of residents saying they hold 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 surge in distrust is largely linked to undisclosed promotions, lack of transparency, and misleading endorsements. The report highlighted so-called “finfluencers”—influencers promoting unregulated investment schemes with exaggerated claims—as a key factor behind the reputational decline.
“This should serve as a wake-up call for the influencer industry,” said Nigel Sillitoe, CEO of Insight Discovery. “With audiences increasingly aware of the risks of unverified online advice, the call for greater accountability and transparency has never been louder. The UAE’s new licensing regime for finfluencers is a crucial step toward restoring trust.”
Syrian-Canadian content creator Lana Kaati, who has over 51,000 followers, said she wasn’t surprised by the findings.
“The quality of influencer content has dropped significantly,” she noted. “Many newcomers treat it as quick money or free gifts, not as a platform to build meaningful impact. That hurts credibility.”
Kaati said she now rejects campaigns that don’t align with her values, particularly “gimmicky” products like diet teas. “If I wouldn’t use it for my family, I won’t promote it — even if the money is good,” she added.
Similarly, UAE national Hajar Hassan said the distrust stems from influencers’ curated online personas. “Many claim they’ve used a product for years when it’s clearly a paid promotion. Their lives often look staged, and that erodes trust,” she explained.
Some residents, however, take a more cautious approach rather than rejecting influencers altogether. Bhavya Rao, a Dubai resident, said she occasionally checks out promotions but does her own research before making purchases.
“I would never trust financial advice from influencers, but for things like travel deals or affordable branded products, I might explore them. Still, I always verify through reviews or recommendations before buying,” she said.
The survey findings reflect a credibility crisis within the influencer community. While their reach continues to grow, residents are increasingly skeptical of their motives, leading to calls for stricter regulation, more transparent practices, and responsible endorsements to rebuild trust.