Finfluencers are generally understood to be individuals who share investment-related content on social media. They “wield considerable influence over their followers’ attitudes and decisions”, a phenomenon most closely associated with a younger audience who obtain a significant amount of their information online and are comfortable establishing relationships with social media
Finfluencers pose a challenge for regulatory oversight
IOSCO points to their growing reach, which in turn is leading to concerns about conflicts of interest, fraud and unsuitable recommendations.