Prescription Drug Promotion by Social Media Influencers

What is known about the risks of prescription drug promotion by social media influencers, and how can current evidence inform future research and effective policy?In this systematic scoping review of 12 articles published in peer-reviewed journals, social media influencer promotion of prescription drugs was consistently associated with misinformation, weak and outdated regulatory oversight, and audience difficulty in recognizing promotional intent when marketing was embedded in personal narratives.These findings highlight an urgent need for updated regulatory guidance, stronger and standardized disclosure requirements, enhanced platform accountability, and targeted digital literacy initiatives to mitigate public health risks.

Corresponding Author: Raffael Heiss, PhD, Center for Social and Health Innovation, MCI Management Center Innsbruck, Universitätsstrasse 15, Innsbruck 6020, Austria (raffael.heiss@mci.edu).

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