Spain's influencer sector is under growing pressure as audiences voice frustration over perceived inauthenticity and relentless advertising. This summer, several high-profile controversies involving Violeta Mangriñán and Carliyo «El Nervio», alongside separate scrutiny of RoRo, intensified the debate. Users questioned the credibility of influencer content. The disputes unfolded amid wider calls for accountability and discussion about the future of digital creators.
In comments about the total solar eclipse expected on 12 August 2026, Carlos García, known as Carliyo «El Nervio», challenged the public and scientific attention given to the event, describing it as an institutional “historic smokescreen.” A recording attributed to him included the remark, “Who the hell cares about the eclipse? Nobody.” RoRo faced criticism after La Velada del Año VI, held on 25 July at Seville’s La Cartuja stadium, where she fought Mexican streamer Samy Rivers. Attention turned to a CeraVe promotional video in which she said she had designed and machine-sewn the outfits worn by her team. Reports said the controversy coincided with a loss of more than 500,000 TikTok followers; she later resumed posting. Mangriñán, meanwhile, drew questions after defending “a decent public education for everyone” while explaining why her daughters attend a private school. Together, the episodes show how closely audiences scrutinize creators’ public personas, including their choices and commercial work.
The 28th edition of Navegantes en la Red, produced by Spain’s Association for Media Research (AIMC), found that 56.4% of Spanish internet users follow at least one influencer or another kind of online creator, including YouTubers and streamers. At the same time, about 70% believe influencers overuse undisclosed advertising, while 62% consider most of their posts or comments commercial. Almost half of respondents perceive a decline in influencer credibility, and 38.2% say creators influence their purchasing decisions. The figures point to weakening persuasive power while the audience remains large.
Lluís Lalueza, commenting on the findings, said the problem worsens when followers perceive “a promotional or directly commercial intention behind every piece of content,” because it becomes difficult to distinguish genuine recommendations from advertising. Influencers initially built audiences through perceived closeness and authenticity, offering a more relatable alternative to traditional celebrities. As creator marketing has professionalized, paid collaborations have become more prominent, making it harder to sustain the spontaneity and trust that helped distinguish the format. The resulting fatigue affects viewers exposed to repetitive promotions and creators under pressure to publish continuously.
Similar concerns have surfaced internationally. A recent analysis by Vogue described fatigue among both audiences and creators: users are rejecting overly scripted, brand-driven material, while creators face pressure to keep producing engaging content. Instagram and TikTok reward frequent posting with visibility, but a constant output can also become repetitive. The formula that once helped lead influencer growth can so contribute to the erosion of trust.
Spain’s regulatory structure adds another dimension to the debate. Law 13/2022, the General Audiovisual Communication Law, and Royal Decree 444/2024 establish additional obligations for high-reach creators classified as “users of special relevance.” To qualify, a creator needs annual income from the activity of at least €300,000. The follower threshold is at least one million on a single service or two million across several services. Creators must also have published at least 24 videos in the previous year. Covered creators must identify advertising and protect minors. They must also classify relevant content and register in the state registry. These thresholds set the scope of the additional audiovisual duties; creators below them remain subject to general advertising and consumer-protection rules, including the prohibition on concealing commercial collaborations. The National Commission on Markets and Competition (CNMC) states that “advertising must be clear and honest.”
Against this backdrop, influencer marketing is shifting. The once-dominant model of showcasing aspirational lifestyles, from curated luxury to travel and fashion, is giving way to other forms of authority. Audiences increasingly value specialization. They also look for expertise and a distinct personal voice. Authenticity is linked less to sharing private moments than to offering useful understanding or critique. The rise of “de-influencing,” in which creators advise against unnecessary purchases or challenge trends, reflects this change. Influence remains, but its language and methods are being redefined.
These developments echo themes explored in recent coverage of influencer controversies in Spain, where public reaction to figures such as Carliyo «El Nervio» and Violeta Mangriñán has highlighted the sector’s ability to recover amid criticism. The industry continues to attract brand investment and a large following, but a model built on visibility and aspiration, alongside constant sponsored content, appears to be losing ground. The question now is which types of influencers are losing relevance.
Spain’s influencer economy remains strong compared with other European markets. Brands are expected to increase digital marketing budgets in the coming years, with investment focused on micro-influencers and niche communities. At the same time, scrutiny of advertising transparency is rising. For creators and brands, clear disclosure is a regulatory obligation and a condition for maintaining audience confidence and commercial credibility. The next phase of the sector will depend on creators’ ability to adapt to changing expectations as audiences decide which voices deserve their trust.
