Thanks in part to the recently released Fyre Festival documentary on Netflix, influencer marketing is now under a microscope. More than ever before, companies, regulators and consumers are all bringing up concerns about the use of influencers to build awareness for brands. Many people believe that the influencers involved with Fyre should be held accountable for helping market what ultimately became a failed event.

It’s not just the ill-fated festival that’s stoking the backlash. At last year’s Cannes Lions Festival, some prominent industry leaders were already raising red flags about influencers. Unilever CMO Keith Weed called for more transparency, saying that his company will do its best to avoid working with influencers who buy followers. Another senior marketer, HP’s Dan Salzman, said the backlash was “a natural shaking out.”

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