The world of influencers in Spain It keeps making headlines. From accusations of manipulation by Big Tech to controversies over charity trips that end up being criticized, not to mention the luxury of yachts and activism in forest fires. The figure of the content creator has become a social and economic phenomenon which arouses both admiration and rejection.
While some accumulate millions of followers and earn astronomical sums, others face constant scrutiny regarding the ethics of their work. What is clear is that the debate about the role of influencers in Spanish society is more alive than ever., with voices for and against constantly clashing on social media and in the press.
The dark side of influence: exploitation and manipulation
An investigation by the Tech Transparency Project (TTP) has revealed how Meta, Instagram's parent company, allegedly deployed an army of influencer mothers to promote the safety of its platforms. These mothers, some with nearly a million followers in Spain, are invited to events and receive financial compensation. In exchange for disseminating key messages with hashtags like #MetaPartner. The goal, according to TTP, is to counteract the negative image generated by the thousands of lawsuits filed against the company for the harm that social media causes to minors, adding to the growing legal lockdown of social mediaIn fact, 62,7% of the cases handled by the ANAR Helplines in 2025 were related to inappropriate use of technology.
Meanwhile, the controversy surrounding so-called 'poverty porn' has resurfaced. Influencer Blanca Pombo, cousin of the well-known Pombo sisters, announced a giveaway for a volunteer experience in Uganda with an NGO, using images of minors. The criticism was swift and the post was removed.This case is reminiscent of Dulceida's in 2018, when she was accused of having a 'white savior complex' for giving sunglasses to children in Cape Town. Now, Burkina Faso has gone a step further and banned influencers from filming or photographing minors or vulnerable people in the country, calling this practice 'poverty pornography'.
Influencers and their role in society: from luxury to activism
It's not all criticism. Some influencers use their platform for social causes. Violeta Mangriñán, for example, raised awareness about the devastating forest fire in Vall de'Uxó, where her mother volunteered. Mangriñán took the opportunity to defend content creators In response to criticism of their high income, they pointed out that "influencers don't receive public funds; they earn money from brands and private companies and contribute a significant amount to the state." They also noted that in Spain there are 9.000 politicians who do live off public funds.
At the opposite end of the spectrum, luxury also has its place. Influencers Lola Lolita and Judith Arias enjoyed a day of sailing in Mallorca aboard the Blue M yacht, managed by Bluebnc. Videos shared on Instagram and TikTok accumulate millions of viewsdemonstrating the power of these figures to attract people and how the Social commerce is consolidating in SpainThe 21,45-meter-long vessel can accommodate up to 12 guests and is one of the most sought-after models in the Balearic Islands. The company highlighted that more and more celebrities are choosing Mallorca for its exclusivity.
Thus, the influencer ecosystem in Spain moves between controversy, activism and business. While some are accused of exploiting the vulnerabilities of others or of serving the interests of Big TechOthers demonstrate that their influence can have a positive impact or simply reflect luxury consumption. What is undeniable is that content creators are here to stay, and with them, the need for a public debate about their regulation and responsibility.
