Instagram advertising and public health risks: the influencer as a drug opinion leader, a case study

Authors

DOI:

https://doi.org/10.20318/recs.2021.5809

Keywords:

influencers, medicine, Instagram, advertising

Abstract

Introduction: Influencers are gaining more and more prominence on social networks such as Instagram. With millions of followers, these new opinion leaders often recommend and advertise certain products, including medicines. Objectives: This text aims to point out the risks that the recommendation of a drug by an influencer may entail. Methodology: To do this, a qualitative analysis of a real case is used, in which the influencer Paula Gonu recommends Eridosis wipes as a treatment for acne. Results: It is observed that influencers such as the one studied herein treat a drug containing antibiotics as if it were an aesthetic product, generating alarm in the medical and pharmaceutical sector. Conclusion: Drug advertising on Instagram is a complex issue that needs to be further addressed due to its relationship with health, and, above all, greater regulation by institutions.

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Author Biographies

  • Gloria Jiménez-Marín, Departamento de Comunicación Audiovisual y Publicidad, Facultad de Comunicación, Universidad de Sevilla, España, Departamento de Comunicación Audiovisual y Publicidad, Facultad de Comunicación, Universidad de Sevilla, España
    Dpto. Comunicación Audiovisual y Publicidad
  • Elena Bellido-Pérez, Departamento de Comunicación Audiovisual y Publicidad, Facultad de Comunicación, Universidad de Sevilla, España, Departamento de Comunicación Audiovisual y Publicidad, Facultad de Comunicación, Universidad de Sevilla, España
    Dpto. Comunicación Audiovisual y Publicidad
  • Marta Trujillo Sánchez, École Doctorale, Université de Lyon, Francia, École Doctorale, Université de Lyon, Francia
    Département de communication

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Additional Files

Published

2021-06-25

Issue

Vol. 12 No. 1 (2021)

Section

Originals

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How to Cite

Instagram advertising and public health risks: the influencer as a drug opinion leader, a case study. (2021). Revista Española De Comunicación En Salud , 12(1), 43-57. https://doi.org/10.20318/recs.2021.5809