The Rise and Fall of Health and Wellness Influencers: Lawsuits and Deceptive Marketing in the Industry
The Rise and Fall of Liver King: How Health and Wellness Influencers Are Facing Legal Battles
When Joe Loney discovered Liver King, a shredded fitness influencer known for eating raw organs, he was captivated. The 35-year-old Briton believed that by following Liver King’s primal diet and intense workout regimen, he could achieve the same chiseled physique as the influencer, whose real name is Brian Johnson.
However, in a shocking turn of events, Liver King made a confession in a YouTube video that has garnered almost 4 million views. He admitted to taking roughly $11,000 worth of steroids a month. This revelation was followed by a $25 million lawsuit alleging deceptive marketing practices for his Ancestral Supplements, which have generated over $100 million in sales annually.
“I felt betrayed,” said Loney, who was not part of the lawsuit. “I had questioned Liver King’s steroid use in the past, but I never imagined it would come to this.”
Liver King is just one of many health and wellness influencers facing legal action over alleged misleading or false product claims. As online promoters transition from endorsing external products to creating and promoting their own, regulators are scrutinizing influencer marketing more closely. The industry is projected to surpass $21 billion this year.
In response to the growing concerns, the Federal Trade Commission (FTC) recently updated its Endorsement Ad Guidelines for the first time in a decade, with a focus on influencer marketing. The guidelines emphasize the importance of clear and conspicuous disclosure of endorsements to consumers.
Despite these efforts, oversight in the industry has lagged behind its rapid growth. Products like Liver King’s Ancestral Supplements, for example, do not require FDA approval before hitting the market under the US Dietary Supplement Health and Education Act of 1994.
When consumers feel deceived by influencers, they are turning to the courts for recourse. Lawsuits have been filed against prominent figures like Tanya Zuckerbrot and Brittany Dawn Davis, alleging false claims and deceptive practices in their wellness programs.
The global wellness market, valued at $1.5 trillion last year, relies heavily on influencers to drive sales and promote products. However, as the industry faces increasing scrutiny and legal challenges, the future of influencer marketing remains uncertain.
Liver King, who did not respond to requests for comment on the lawsuit against him, is just one example of the legal battles unfolding in the health and wellness influencer space. With the FTC cracking down on deceptive practices and consumers becoming more aware of their rights, the era of unchecked influencer marketing may be coming to an end.