COMMENT: The dangers of blind endorsements by influencers

THIS week the social media had posts from a couple of influencers making public apologies for endorsing promotional work of a company claiming to assist people with migration opportunities abroad.

The influencers seemingly shared the same legal advisor and issued the same statement.

Part of the letter said, “At the time, I acted in good faith and had no knowledge that the company would not fulfill its promises. I now understand that many people were negatively affected, and for that, I am truly sorry.

“I take full responsibility for not conducting proper background checks before associating my name and platform with their services. Your trust means everything to me, and I deeply regret that this situation has compromised that trust in any way.”

The details of the concerned company were not immediately available.

Over the past decade, Zimbabwe has witnessed the meteoric rise of social media influencers—young, vibrant personalities who command vast audiences on platforms like Facebook, Instagram, TikTok, and X (formerly Twitter). They have become the new tastemakers, shaping opinions, lifestyles, and even political leanings. Yet, beneath the glossy veneer of curated posts and brand partnerships lies a troubling trend: the blind endorsement of adverts and campaigns that often carry negative implications for their followers.  Influencers thrive on relatability. They are seen as “one of us”—ordinary people who have leveraged digital platforms to achieve visibility and financial gain. Their followers, often young and impressionable, trust them more than traditional advertising. This trust is precisely what brands and organizations exploit, paying influencers to push products, services, or campaigns.

But unlike traditional media, where advertising is regulated and scrutinised, influencer marketing in Zimbabwe remains largely unchecked. The result is a digital Wild West where endorsements are made without due diligence, ethical consideration, or accountability.

Blind endorsements occur when influencers promote products or campaigns without critically assessing their impact. This is particularly dangerous as situations make followers vulnerable to manipulation.

Our influencers have promoted dubious investment schemes promising unrealistic returns. Many followers, desperate for financial relief, have lost their savings.  Some influencers endorse unverified herbal remedies, weight-loss teas, or skin-lightening creams. These products often lack scientific backing and can cause serious health complications.

In each case, the influencer’s credibility is weaponised against their own audience.  Zimbabwean influencers blindly endorse harmful campaigns mainly because they have limited monetisation options and rely heavily on brand deals. The need for income often outweighs ethical considerations.

Another challenge is that we do not seem to have a clear framework governing influencer marketing like in other countries where influencers must disclose paid partnerships.

Also, troubling is that most of the influencers in Zimbabwe lack media literacy and fail to investigate the legitimacy of products or campaigns before endorsing them while others are desperate for relevance and end up endorsing trending campaigns, including dubious ones. Influencers must recognise that their platforms are not mere personal diaries but powerful communication tools. With influence comes responsibility.

Blind endorsements betray the trust of followers and compromise the integrity of the digital space.  Amid the latest round of apologies, the influencer economy must evolve from a space of unchecked opportunism to one of ethical responsibility because followers deserve honesty, transparency, and protection from exploitation. Influencers must remember that their credibility is their currency. Once lost, it cannot be easily regained.

Zimbabwe needs influencers who are not just entertainers but responsible digital citizens. The time has come for influencers to pause, reflect, and recognize that every endorsement carries weight. Blind promotion is not just careless—it is dangerous.