In this era of rapid digital transformation, browsing social media platforms has become an indispensable daily routine for millions. As your fingers scroll through videos and photos, the phenomenon of "influencers" or social media celebrities emerges, promoting everything from luxury restaurants and clothing stores to real estate and consumer goods. With every like or share, their bank balances swell, raising legitimate questions about the sources of these enormous fortunes and the speed at which they are built.
The hidden face of get rich quick
The issue extends beyond mere successful advertising campaigns, touching upon sensitive matters of financial transparency. The illogical inflation of some celebrities' wealth has raised widespread suspicions that these platforms are being used as fronts for money laundering . These suspicions center on the exploitation of unregulated advertising revenue to launder funds of unknown origin, introducing them into the formal financial system under the guise of "viewing and advertising earnings," which poses a direct threat to the national economy and the integrity of financial transactions.
Legal context and oversight efforts
Historically, the influencer phenomenon emerged in an environment lacking strict legal regulation, creating a "gray area" exploited by some for tax evasion or to facilitate dubious financial transactions. Recognizing the seriousness of this situation, relevant authorities in Saudi Arabia and other countries in the region have taken steps to impose stringent controls. The "Mawthooq" license and other legislation launched by the General Authority for Audiovisual Media are crucial steps toward regulating this market and obligating influencers to disclose their financial and contractual information, thus ensuring consumer protection and preventing financial crimes.
Social and economic impact
Beyond the criminal aspect, the danger of this phenomenon lies in its negative impact on societal values. Promoting models of easy and quick success based on "showmanship" distorts the concepts of work and diligence among the younger generation. Furthermore, the injection of vast sums of money into advertising channels that are not fully regulated leads to price inflation and the emergence of a shadow economy that undermines fair market competition.
An investigative report reveals the hidden truth
In this context, Al-Youm newspaper launched a comprehensive investigation into this sensitive issue, which has begun to directly impact the Saudi public. The team, comprised of colleagues Jaafar Al-Saffar, Hudhaifa Al-Qurashi, and Abdulaziz Al-Omari , investigated the facts behind the scenes, listening to the opinions of experts and specialists to analyze the dimensions of this phenomenon and how the average consumer can unknowingly become a cog in a money laundering machine or a victim of systematic marketing deception.
