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There is many examples that suggest to influences being used irresponsibly, the biggest example of this was in 2017 with the disastrous Fyre Festival. Promotors spent millions of dollars paying the top tier influencers in the world to promote this one of a kind festival with tickets costing in the thousands however the festival was from what was expected. The tickets sold out instantly with many people hoping to capture and share their "exclusive' experience that the rest of the public could not ever be able to experience.

The whole Fyre Festival scheme was a prime example into the power of influencers without having any knowledge to what it is they are promoting and how they can be irresponsibly involved in brands

Conor

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Online Influencers are used responsibly with some business brands, the sole purpose of brands using influencers is to build brand awareness and engage with their audiences. The awareness influencers bring to brands is second to none.  

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Online Influencers are used responsibly with some business brands, the sole purpose of brands using influencers is to build brand awareness and engage with their audiences. The awareness influencers bring to brands is second to none.  

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An example of brands working well with businesses is with Fiji Water
Danielle Bernstein's fashion blog, They created Bodyworewhat, an influencer marketing campaign offering eight-minute workout videos with Bernstein and personal trainer Eric Johnson.

This campaign was meant to demonstrate Fiji's commitment to hydrating those who want to look and feel as fit as Bernstein this is effective as the influencers are promoting healthy living whilst a sustainable brand

Conor

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Brands need to be conscious of a couple of factors when approaching a social media influencer to promote their product or service. Brands need to be fully aware of how ‘popular’ the influencer is, and how large their following is. This will directly affect the exposure of their product or service.

Perhaps more importantly though, brands must be responsible when approaching influencers with a certain group of followers. For example, a diet brand would be heavily criticised for contacting an influencer whose followers are mostly made up of teenage/young adults. Brands need to appreciate that it is not appropriate for all audiences to have exposure to their products.

Responsibility can fall on the shoulders of the social media influencer also, as it is their responsibility to accept or decline offers to endorse products. Influencers are aware that their endorsements are considered more accessible and personable than a traditional or mainstream celebrity endorsement. Therefore, they must choose to work with brands that reflect kindly on their image or support a similar message to their own.

Ultimately, I think that it depends on the brand and their product when it comes to the idea of responsibility. Alcohol or diet products are obviously not suitable for certain audiences so need to be carefully advertised via influencers.

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A clear example of a companies irresponsibility in relation to social media influencers would be CSGO lotto. They were part owned by two influencers who went on to promote their betting service to their predominantly under aged community, this is already a brand misusing social influencers power to promote a betting website to an impressionable demographic. After failing to disclose they were part owners using titles such as “HOW TO WIN $13,000 IN 5 MINUTES (CSGO Betting)” whilst having the ability to manipulate win rates they were disingenuous to their followers. This led to an FTC investigation looking into 21 influencers who were paid anywhere from 2,500 to 55,000 dollars to promote CSGO lotto yet also didn’t clearly convey this to their audience through common methods such as #AD.
References
"CSGO Lotto Owners Settle FTC Complaint against Individual Social Media Influencers." The Computer & Internet Lawyer, Dec. 2017, p. 39+. Gale Academic Onefile, https://link.gale.com/apps/doc/A516664947/AONE?u=nene_uk&sid=AONE&xid=54f0b0f0. Accessed 31 Oct. 2019.

Dan

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The way social media influencers can be used by businesses means that brand deals can unethical in differnt ways. Heath and beauty influencers are offen offerd brand deals by businesses selling products such as makeup, desighner clothes and weight loss products. Many see this as an unethical way to advertise products as it gives an unrealistic impression of what a person should look like, people who follow the influencers are offen young and are easely swayed since they idolise the online personalities and want to be seen as having a life like them. This means that people effected by the brand deals offen feel obliged to buy the product in order to be like their favorite online stars. In extream cases this can lead to depression and eating diorders when the fans do not feel they are meeting the ideal body image. This shows that brands are not responsibly using online influences as they sometimes can indirectly cause body image issues and mental heal problems.

Felix

BBC Two
Panorama
Million pound selfy sell off
19:30 - 25:00
16th Feb 2019
https://www.bbc.co.uk/programmes/b0c3gmcv
31/10/2019

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One great way that social media influencers are used is when they partner up with charity. the most recent example of this is the hugely succesful 'Team Trees' movement where a extreamly large nuber of trees are set to be planted by January 1st 2020. The idea started when an online influencer who has over 25.6 million subscribers on youtube and goes by the name of 'Mr Beast' partnered with the Arbor Day Foundation; a charity that started in 1972 and plants 1 tree for every $1 donated to them. Due to Mr Beasts large following and heavy influence in the online community the Team Trees campaign has already reached $13 million dondanted since May 2019 with top individual donations of 1 million trees by Elon Musk. The team trees movement is a great example of how online influencers can be used responibly and for a positive change.

Felix

The non-profit times (march 2012)
A tree grows in direct response: national arbor day foundation's complicated fulfillment.

The Non-profit Times, March 15, 2012, Vol.26(4), p.1(3)

Cengage Learning, Inc.

Help Us Plant 20 Million Trees - Join #TeamTrees
Teamtrees.org
https://teamtrees.org/

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Leonardo DiCaprio is an actor who is very conscious about the environment and sustainability in general. This allows him to promote mainly  charities which in turn is a responsible use of somebodies platform, although this is more of a collaboration rather than a brand using an influencers platform, as in most of Leonardo's posts they don't include the common #AD indicator of a sponsor, rather its just his promotion of a brand.

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It seems as though they are but in some scenarios it can be seemed as though they are being used irresponsibly because of the ways in which they are promoting the products. The reason for this is because if it is not claimed properly the relationship between the brand and the influencer, it could be considered as breaking the law because it is classified as deceptive advertising.

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They are being used quite responsibly as it is seen as a good marketing technique for businesses. It allows businesses to gain more customers because of the influencers followers and fan base, when they see someone they idolise wearing certain things, they would instantly think to themselves that they want to have that look. In relation to the influencers it is beneficial to them as they are gaining more products and clothing for themselves and also have the ability to help and futher a business.

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Eve Hesketh