Researchers from the University of Vienna, University of Colorado Boulder and Dartmouth College have found that influencers are peddling "misleading information" about prescription medicines through paid-for promotions that blur the line between personal testimony and marketing. The researchers suggest that public health needs better protection and are calling for new rules regarding these influencers' influence. They also highlighted the issue of "weak and outdated regulatory oversight" and audiences who struggle with recognizing promotional intent. The study suggests that in 2025, influencers may be waning due to increasing skepticism about their partnerships with businesses.