The global influencer industry is a multibillion-dollar industry that has grown rapidly in the past few years. Lately, there is a growing number of social media scams, with influencers promoting questionable products ranging from Botox fillers to cryptocurrencies. Even though influencers affect the lives of millions, there has been little regulation. How did the influencer industry become so big? Are current rules on misleading commercial practices sufficient to deal with the complex world of social media? Legal scholar Dr Catalina Goanta (Utrecht University) discusses why and how the influencer industry should be regulated.