Kim Thomas , freelance journalist, Hertfordshire kimthomas{at}ntlworld.com

Opportunities abound for online influencers who want to promote health and pharmaceutical brands on sites like Instagram and YouTube. Kim Thomas finds out who’s doing it and how it works

In 2015, Kim Kardashian published a post to her followers on Instagram (now numbering 140 million) extolling the benefits of Diclegis (doxylamine succinate–pyridoxine), a morning sickness drug. Kardashian, who was pregnant, was reportedly paid $500 000 (£400 000; €450 000) for the post.1 The investment apparently paid off because within a few months sales of the drug had increased by 21%.2

The US Food and Drug Administration was less impressed and reprimanded the manufacturer Duchesnay because the post did not disclose the drug’s side effects.3 In 2017, Kardashian promoted Diclegis on Instagram again but this time included the required information.4

Companies have long recognised that using trusted individuals—key opinion leaders, as they used to be known—is an effective way to promote their products.

“The phenomenon has, however, been supercharged by the internet,” says Jonathan Moreno, professor of medical ethics and the history and sociology of science at the University of Pennsylvania.