Published Paper Details:

Online platforms have emerged as significant tools for promoting medicines and beauty products within these sectors; SMIs significantly influence public perceptions of brands through their content creation on such sites. Many influencers often endorse medicines and beauty items like lotions, vitamins, and skin care formulas without adequate scientific understanding or healthcare guidance. It may deceive customers regarding product effectiveness, potency levels, dosages, as well as possible side effects of drugs. This current assessment thoroughly analyzes how SMI's impact is increasing within drug marketing and beauty products, highlighting potential medical hazards, moral dilemmas, and demanding more stringent regulation in India. A selection of pertinent research papers was gathered from reliable sources such as PubMed, Scopus, and Google Scholar, focusing on investigations into influencer marketing, pharmaceutical advertisements, consumer behavior patterns, and drug safety trends spanning from 2010 through 2025. Research reveals that although influencer marketing boosts brand awareness and customer interaction, it can lead to spreading false information and encouraging improper health treatments among consumers. Certain skincare products featuring active substances like salicylic acid, retinol, niacinamide, or hydroquinone may lead to severe skin reactions or adverse drug effects if improperly used. Enforcing ethical marketing policies, enhancing legal safeguards, and raising consumer knowledge are crucial for maintaining safety and clarity regarding products during the age of online promotion.