Disputes involving Spanish influencers, including Carliyo el nervio and Violeta Mangriñán, have put the sustainability of their digital presence back under scrutiny. Fabiana Sevillano, herself a prominent content creator, challenges the idea that public backlash and so-called “cancel culture” threaten the influencer model. She argues that even negative attention can reinforce creators’ visibility and relevance.
The latest disputes center on Natalia Palacios and Carliyo el nervio, who drew criticism after Carliyo described the total solar eclipse on 12 August 2026 as a “smokescreen” meant to distract from Spain’s political issues. The comment came shortly after the couple announced they were expecting their first child and triggered swift reactions online. Many users contrasted Carliyo’s two months focused on the 2026 World Cup with Palacios’s pregnancy, calling his own actions a “smokescreen” from real-life responsibilities. The episode also showed how a creator’s political framing can turn a scientific event into a wider dispute over credibility. Public attention and the limits of influencers’ authority became part of the debate.
Violeta Mangriñán also became a focal point after comparing the purchase of eclipse-viewing glasses to the criticism footballer Marcos Llorente faced for his colorful eyewear. Sarah Santaolalla responded by accusing Mangriñán of spreading dangerous ideas and labeling some creators “deniers with followers.” The debate intensified when Llorente himself questioned the media attention around the eclipse, framing it as a collective distraction. The incident quickly grew into a broader clash over scientific outreach, with influencer opinions entering political commentary.
Despite ongoing speculation about a crisis in the influencer sector, Sevillano points to a paradox: critics discuss creators’ supposed decline, yet influencers remain at the center of public conversation. She argues that negative engagement can lead searches and video views, often bringing new followers, which makes controversy a potential asset rather than a liability. Sevillano says social media has turned entertainment into a series of narratives in which audiences cast creators as heroes or villains. That polarization can raise visibility for all sides.
The commercial figures point to an industry that is still growing. Influencer advertising investment in Spain reached €158 million in 2025, up 25.9% from 2024, information from figures attributed to the IAB Spain and PwC Study of Digital Media Advertising Investment. A market report by Kolsquare forecast further growth of 20% to 40% for 2026. It also found that 93% of Spanish brands and agencies expected to increase influencer-marketing budgets over the following 12 months, compared with an 89% average across seven markets. These indicators do not mean every creator benefits equally, but they complicate claims that controversy signals the sector’s imminent disappearance.
The debate is also unfolding under a defined regulatory structure. Under Spain’s Law 13/2022 on General Audiovisual Communication and Royal Decree 444/2024, creators may qualify as “users of special relevance” if they meet all three thresholds: at least €300,000 in annual income, one million followers on one service or two million across several services, and 24 videos published in the preceding year. Those who qualify must identify advertising and meet requirements for child protection. They also face rules on content classification and registration in the state register. These thresholds determine this particular status; smaller creators remain subject to general rules against concealing commercial collaborations.
Enforcement and industry standards add to that structure. The CNMC announced sanctions on 23 July 2026 involving undisclosed advertising and insufficient protection of minors. Its actions also covered advertising of medicines. Separately, the updated self-regulatory code of AUTOCONTROL, the Spanish Association of Advertisers and IAB Spain took effect on 1 October 2025. The code is an industry compliance measure, separate from statutory obligations. At the same time, evidence cited in a Kolsquare analysis suggests that disclosure need not weaken audience response: across France and Spain, posts by creators with 5,000 to 50,000 followers that complied with disclosure rules recorded 3.37% engagement, compared with 2.17% for posts that did not comply. The analysis covered five European markets from October 2025 through March 2026.
This dynamic was clear during the eclipse debate, as supporters and detractors of Mangriñán, Llorente and Santaolalla exchanged arguments and kept all parties in the spotlight. Sevillano believes the real threat to influencers is losing authenticity and connection with their audience, not criticism. She says influencers first appealed to audiences through their accessibility, unlike traditional celebrities, who often seemed distant. As long as that sense of proximity remains, Sevillano expects influencers to retain their influence, though she acknowledges that new forms of digital entertainment may eventually emerge.
Her perspective echoes broader trends in Spanish digital culture, where public figures often become lightning rods for debate. Polarization around influencers mirrors patterns in other sectors, including politics, where public disputes can paradoxically increase visibility and engagement. The same dynamic appeared in the political sphere, as a recent analysis of Spain’s centrist parties and their struggle to gain traction amid polarization noted. See the discussion on the uphill battle for new political movements.
The current wave of influencer controversies in Spain shows how digital attention, positive or negative, continues to shape public discourse. Market growth and evidence that disclosed sponsored posts can perform strongly suggest visibility alone does not determine a creator’s long-term prospects. For Sevillano, the decisive factor is whether influencers can preserve trust and authenticity as scrutiny grows. The format may evolve, but the debate over their future is far from settled.
