In the last decade, the Gulf region and Saudi Arabia have witnessed a radical shift in marketing and advertising concepts, with massive budgets moving from traditional channels to social media platforms, creating a new class of wealthy individuals known as “celebrities” or “influencers.” This rapid transformation has not been without its share of controversy surrounding the credibility of the astronomical figures circulating about these individuals’ wealth, and whether it is a natural outcome of advertising or a cover for dubious financial activities such as money laundering.
The phenomenon of quick riches: myth or reality?
A poll conducted by Al-Youm newspaper revealed growing skepticism among the Saudi public regarding the sources of income for celebrities. A large segment of the population believes that the lavish lifestyles and luxury cars often showcased are merely a "digital illusion" designed to inflate a celebrity's market value to attract advertisers, or, at worst, to conceal illicit financial flows. Citizens emphasized that true success is measured by impact and valuable content, not by bank balances that may be deliberately inflated.
Psychological and social impact: The comparison trap
From a psychological perspective, experts warn of the dangers of "conspicuous consumption" promoted by celebrities. Specialists point out that flaunting wealth creates a destructive "social comparison" among young people and teenagers, leading to feelings of inadequacy, frustration, and a distorted value system where money becomes the sole measure of success. This pressure isn't limited to the public; it also affects the celebrities themselves, who suffer from "burnout" as a result of their constant pursuit of an unrealistic, idealized image.
Legal and economic dimensions: The need for transparency
Legally, this sector faces significant regulatory challenges. Despite the Kingdom's proactive steps in imposing "trusted" advertising licenses, legal experts emphasize the need for stricter legislation regarding financial disclosure. Lawyers point out that the lack of full transparency opens the door to commercial concealment and money laundering, as celebrity accounts can be used as channels to legitimize funds of unknown origin under the guise of "advertising contracts.".
Recommendations for the future
To address this chaotic landscape, experts recommend a collaborative effort between regulatory bodies (such as the Zakat, Tax and Customs Authority) and media platforms to rigorously monitor financial flows. They also emphasize the importance of public awareness campaigns to foster critical thinking among the audience, preventing them from falling victim to the visual deception employed by some accounts. Transparency, they stress, is the only way to restore trust in the digital advertising market.
