Influencers Top UAE’s “Worst Reputation” List for Professions

Influencers have topped the list of professions with the worst reputation in the UAE, according to the seventh annual Insight Discovery Worst Reputation in the UAE survey. This marks the first time influencers have claimed this undesirable position, with 21% of respondents identifying them as the least trustworthy profession. The survey ranked telemarketers and call center employees second at 19%, followed by credit card issuers (13%), recruitment firms (11%), and real estate agencies (8%).

The primary reasons cited for distrusting influencers include hidden advertising, lack of transparency, and the risk of harmful advice. A significant portion of this skepticism is directed at “finfluencers” (financial influencers) who promote unregulated investment schemes and make questionable financial claims.

Nigel Sillitoe, CEO of Insight Discovery, noted that the growing negative perception reflects the public’s demand for greater transparency and accountability. He highlighted the importance of the licensing system implemented by the UAE government and the Securities and Commodities Authority for financial influencers, which plays a crucial role in rebuilding trust and protecting consumers.

One active content creator expressed little surprise at the results, noting that content quality has declined as many newcomers view influencing merely as a way to make quick money or receive free products. She pointed out that many influencers simply publish pre-written texts from agencies without conducting proper research or verification.

Another influencer attributed the reputation problem to the gap between online image and reality, noting that sponsored recommendations often falsely claim years of product use when they are actually promotional items. The artificially curated “perfect life” imagery frequently raises authenticity concerns among followers.

Some respondents advocated for a more balanced approach, emphasizing that trust depends on what products or services are being promoted and how thoroughly the information is verified. They also stressed the importance of critical thinking among social media users and acknowledged that there are genuine professional influencers whose opinions remain valuable and trustworthy.

Source: Khaleej Times