Objective:

To assess the implications of influencer promotion of prescription drugs on public health, particularly focusing on misinformation, regulatory gaps, and the impact of personal narratives on consumer perception.

Key Findings:

• Influencers often present health information beyond their expertise, leading to misinformation.
• Patient influencers may blur the line between personal experience and promotional messaging.
• Some physician influencers provide accurate health information, suggesting a potential for a credentialing model.
• Regulatory guidance on influencer content is vague and outdated, leading to enforcement challenges.
• Parasocial relationships enhance trust in influencers, reducing recognition of persuasive intent in promotional content.
• However, some physician influencers have been found to provide reliable information, indicating a potential positive role.

Interpretation:

The review highlights significant public health concerns due to the unregulated nature of influencer drug promotion, emphasizing the urgent need for improved regulatory frameworks and enhanced consumer education.

Limitations:

• The evidence base is limited and heterogeneous, complicating comparisons.
• Studies varied in design and methods, limiting conclusions about real-world outcomes.
• The review was restricted to English-language literature, potentially missing relevant studies that could provide broader insights.

Conclusion:

Stronger regulatory guidance, standardized disclosure practices, and improved digital health literacy are essential to mitigate risks associated with influencer drug promotion, alongside a focus on consumer education.