Introduction: The Rise of the Influencer Economy and the Hidden Risks
In the last decade, the world has witnessed a radical shift in the concepts of fame and wealth with the rise of the "influencer economy." Fame is no longer the exclusive domain of movie or sports stars; social media platforms have become a breeding ground for new stars who build their financial empires through digital content and advertising. In Saudi Arabia, as in many countries in the region, these influencers have transformed into a formidable economic and advertising force, circulating millions and influencing the purchasing decisions of millions of followers. However, behind the glamour of this digital life lie profound questions about the credibility of the figures circulating, the sources of these vast fortunes, and the lack of oversight, which could open the door to dubious financial practices such as money laundering and commercial concealment.
The illusion of numbers: when fame is not a measure of success
A public opinion poll reveals growing skepticism regarding the astronomical figures attributed to celebrities' earnings. Many citizens believe these figures are often exaggerated for purely marketing purposes, aimed at increasing the influencer's advertising value to companies. Abdulrahman Ramal emphasizes that "true success is not measured by numbers, but by valuable content," warning that quick wealth can create a false role model for young people. Layali Askar shares this view, arguing that society lives in a "delusion created by numbers," and that this fabrication represents a deception of the public, especially the most susceptible teenagers. Opinions converge on the idea that credibility and transparency are the cornerstones of the influencer's relationship with their audience, and that inflating income to attract followers is nothing but "cheating and deception," as Ghaliya Al-Harazi describes it.
Social and psychological impact: pressures on youth and a culture of conspicuous consumption
Sociologists and psychologists warn of the profound repercussions of this phenomenon. Social worker Jaafar Al-Eid explains that the public's interest in celebrities' income stems from the perception of wealth as a measure of success, which piques public curiosity and drives comparison. He cautions that exaggerating income "contributes to creating unrealistic expectations among young people about how to achieve success" and reinforces "a culture of conspicuous consumption," generating psychological and financial pressures. Professor Mohammed Al-Qahtani points out that the motive of "social comparison" is a primary driver of this interest, which may lead young people to feel frustrated when they realize the difficulty of achieving such illusory successes. Psychologist Faisal Al-Ajyan also warns of the psychological burdens suffered by the influencers themselves as a result of the relentless pursuit of a perfect image, which can lead to chronic anxiety and burnout.
Legislative vacuum and economic risks: Have celebrity fortunes become a gateway to financial crimes?
Legally, experts emphasize that the lack of transparency in celebrities' financial activities poses a significant challenge. Lawyer Suleiman Al-Jumai'i explains that "there is no specific provision in the Saudi legal system obligating celebrities to publicly disclose their income," except in specific contexts such as taxes or family law matters. This gap opens the door to potential commercial deception, or more serious offenses like money laundering and commercial concealment. Legal consultant Nada Al-Khair concurs, noting that exaggerating wealth can constitute "a form of commercial deception or fraud if used to achieve illicit gains." Experts agree on the urgent need to update legislation to keep pace with the nature of the digital economy and to implement oversight mechanisms that ensure transparency, protect consumers, and prevent any illegal financial activities.
Social recommendations:
- Promoting critical thinking among young people through educational curricula and awareness media.
- Directing the media to create realistic and balanced content, away from exaggerating wealth.
- Calling on celebrities to be transparent and to take moral responsibility towards their audience.
- Encouraging young people to choose positive role models from history, religion, and society.
- Linking the concepts of success to essential criteria such as achievement and societal impact, not just wealth.
Legal recommendations:
- Legislation will be enacted requiring the disclosure of income earned by influencers in commercial advertising.
- Developing a digital monitoring system to track advertising content and related revenues.
- Establishing an independent body to monitor the financial and advertising activities of influencers.
- Strengthening cooperation between regulatory bodies (the Media Authority, the Zakat and Tax Authority) and judicial authorities.
- Imposing strict fines in cases of financial deception or misleading advertising.
