Social media influencers top Insight Discovery’s 2025 UAE distrust survey, overtaking credit card issuers and telemarketers.
DUBAI: For the first time, social media influencers have been ranked as the UAE’s most distrusted profession, according to Insight Discovery’s seventh annual Worst Reputation in the UAE survey. This is the first time influencers have topped the list, overtaking credit card issuers who have long held a leading spot in previous years. The survey results underline growing concern around transparency, misleading promotions, and the unchecked influence of social media figures, especially those promoting financial products.
The results highlight growing public concern over transparency, accountability, and misleading promotions within the influencer industry. In this year’s survey, 21% of UAE residents identified influencers as having the worst reputation, followed by telemarketers and call centres (19%), credit card issuers (13%), recruitment companies (11%), and real estate agents (8%). Other professions such as internal recruiters, financial advisers, and executive search firms also featured but ranked lower
The shift in public perception marks a dramatic change from previous years when recruiters consistently topped the list. The rise of influencers in this ranking is largely attributed to concerns over undisclosed promotions, lack of transparency, and the potential harm caused by misleading advice. Insight Discovery believes “finfluencers”, who often promote unregulated investment schemes and make outlandish claims, were a driver for creating distrust amongst influencers.
The study also reveals no significant gender divide in how professions are perceived, with men and women sharing similar views on reputational standing. However, social media influencers top the worst reputation list for Westerners, Arab expats, and Emiratis, while Asians (23%) are most critical of telemarketers. In Dubai, real estate agents are viewed unfavourably by 10% of residents, especially among middle-income earners and professionals aged 25-44. Bank financial advisers face scepticism, ranking among the least reputable for Emiratis (9%) and Abu Dhabi residents (8%), while independent financial advisers fare little better among Westerners (11%) and high-income earners (9%). Internal recruiters also suffer from a poor image across multiple groups, including Emiratis (10%) and Arab expats (7%).
Insight Discovery’s CEO, Nigel Sillitoe, noted that the findings were a “wake-up call” for the influencer industry. “The rise of influencers to the top of this list is a clear wake-up call for the industry. As audiences tire of the behaviour of some influencers and grow more conscious of the risks linked to unregulated online advice, the demand for greater transparency and accountability has never been stronger. The recent licensing regime introduced by the UAE government and the Securities and Commodities Authority for finfluencers is a vital step towards rebuilding trust and protecting consumers,” he said.
Despite the differences, the overall data sends a strong signal to the marketing and digital content industries: ethical promotion and credibility matter more than ever in today’s digitally connected society.
Key Findings:
• Influencers top the list for the first time: 21% of UAE residents polled say social media influencers have the worst reputation
• Persistent frustration with telemarketing: Telemarketers and call centres remain close behind at 19%
• Credit card issuers (13%) and real estate brokers (8%) continue to draw negative perceptions due to high fees and misleading advice
• Recruiters stay at the same fourth position: but there is a slight increase from 9% to 11%, suggesting a requirement for more transparency and responsiveness
• Westerners, Arab expats, and Emiratis say influencers top the worst reputation, while Asians (23%) are most critical of telemarketing
• Financial advisers from Banks (reduced from 12% to 5%) and Independent financial advisers (reduced from 7% to 5%) have improved their positions compared to 2024
Insight Discovery’s survey was conducted in August 2025, with participation from 1,025 UAE residents across diverse nationalities, income levels, age groups, and genders. Rankings reflect the top selected reputation score; however, when analysing the top two ranks out of five, telemarketers emerge as the most distrusted, followed closely by social media influencers, credit card issuers, and recruiters.
Now in its seventh year, the “Worst Reputation in the UAE” study identifies opportunities for businesses to enhance public trust by addressing the root causes of dissatisfaction. Insight Discovery is a multiple award-winning consultancy known for its expertise in market intelligence, strategic communications, and personal branding. For seven consecutive years, it has been voted the ‘Best Consultancy Firm in the Middle East’ by Global Investor, part of Euromoney.
