Influencers are finding themselves in hot water after promoting the Alabuga Start Programme that reportedly left young women vulnerable to human trafficking networks.

The Russian Embassy said it has “taken note of the growing concerns” around the Alabuga Start programme.

“Many of the commentators were quick to accuse Russia of ‘human trafficking’ and ‘exploitation’ based on unfounded allegations. It needs to be stressed that the Embassy has no information, apart from that spread through some biased outlets, of foreign nationals being subjected to forced labour, tricked into some actions, or otherwise experiencing violation of their rights in the course of the programme,” said the Embassy in a statement. 

The controversy has put South African influencers and the unemployment rate in the spotlight. The country’s influencer economy has created new opportunities for young creators, but as seen with this and past controversies, it also poses new risks for the audiences who trust them.

It has sparked renewed debate about whether online personalities are doing enough to vet what they advertise, and what rules actually apply to them.

Who regulates influencer marketing?

In South Africa, the Advertising Regulatory Board (ARB) is the primary watchdog for advertising standards.

While membership is voluntary, the ARB’s rulings are binding on its members, which include most major brands, agencies, and media outlets.

In 2023, the ARB introduced Appendix K, a set of guidelines specifically for influencer marketing. These rules require clear disclosure, honesty and transparency and shared accountability.

This means that whenever a post is sponsored, paid for, or involves free products, hashtags such as #ad or #sponsored must be visible. Influencers cannot mislead audiences about their relationship with a brand or product, and both the influencer and the brand are held responsible for misleading content.

What happens when influencers break the rules?

If an influencer fails to disclose a paid promotion or promotes something misleading, the ARB can order the content to be taken down, issue an Ad Alert, which notifies media platforms not to carry the offending ad or publicly shame the influencer or brand through adverse publicity.

While the ARB does not impose fines, its rulings can damage credibility and affect future business partnerships.

Where the gaps are

Despite the rules, enforcement remains questionable. Many influencers fail to disclose partnerships properly, often using vague tags like #collab or burying disclosures at the end of captions. Others delete posts quietly after backlash, without accountability.

Another loophole worth noting is that the ARB mainly governs advertising, not job recruitment. When influencers promote opportunities such as overseas jobs, it is unclear whether these fall under consumer protection, labour law, or advertising standards, which can leave audiences vulnerable.

In a country where youth unemployment is above 40%, job-related content resonates with young audiences. When such opportunities are promoted by trusted online figures, followers are less likely to question their legitimacy and jump at the opportunity because their favourite influencer is promoting it.

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