The appeal of social media “influencers” to advertise products may be slipping, as Unilever called for “urgent action” to address the problem of fake followers.

The consumer goods company has pledged never to use influencers who buy followers to advertise its brands, which include Marmite, Dove soap and Colman’s Mustard.

They also warn of the limited ways of accurately tracking the benefits of promotion from social media stars and measuring “authentic engagement”.

Zazzle Media, a UK-based marketer, said the appeal of influencers is falling and they are “not a key focus” for any of the brands they work with.

A survey of brands done by the company found that influencers were not a focus for a single one.