Whistle-blower Debora Prossomariti exposes rampant pods, fake followers, and automation inflating influence and fuelling a pyramid of “growth.” Regulators in the UK, EU, and US are arming up, while genuine operators warn: reach isn’t results.
-- Marketing strategist Debora Prossomariti highlights the risks of engagement pods, automation, and purchased followers as regulators in the UK, EU, and US introduce stricter rules against deceptive online practices.
LinkedIn and other social platforms are under growing scrutiny as regulators in the UK, European Union, and United States enforce new measures to combat artificial engagement and misleading indicators of influence. Marketing strategist and LinkedIn creator Debora (“Debbie”) Prossomariti has urged businesses to focus on measurable outcomes rather than vanity metrics, warning that inflated numbers can mislead buyers and damage reputations.
Prossomariti, a personal-branding consultant and former strategist at Meta and Pinterest, has built her practice on organic, lead-driven growth. She cautions that engagement pods, automation tools, and follower purchases may boost reach but rarely generate qualified demand.
“The goal isn’t to look popular—it’s to create pipeline,” Prossomariti said. “Some off-platform coordination and automation can inflate numbers, but it rarely builds the right audience or trust. Businesses should ask for outcomes they can verify.”
Industry reporting has also noted LinkedIn’s updated policies, which allow the platform to limit the visibility of comments created through automation tools or excessive posting. These measures aim to reduce inauthentic activity, though much of the coordination still occurs off-platform.
Regulatory Landscape
- United Kingdom: The Digital Markets, Competition and Consumers Act 2024 bans fake reviews and coordinated inauthentic activity. It grants the Competition and Markets Authority (CMA) powers to fine violators up to 10% of global turnover.
- European Union: Under the Digital Services Act, very large platforms must publish enforcement data. LinkedIn’s latest transparency report noted 310,624 enforcement actions against artificial engagement and 1.4 million against fake accounts in just six weeks.
- United States: The Federal Trade Commission’s Final Rule on Consumer Reviews and Testimonials, effective October 2024, prohibits the sale or purchase of fake reviews and misleading indicators of influence, enabling civil penalties.
These frameworks create new compliance obligations for both platforms and businesses, making transparency and disclosure more critical than ever.
Guidance for Businesses
Prossomariti offers practical steps for brands seeking credible engagement:
- Review engagement patterns: Watch for identical early comments, sudden repost surges, or unseasonal stability.
- Check audience fit: Validate whether interactions are coming from relevant prospects.
- Prioritise evidence over promises: Look for verifiable case studies and measurable outcomes rather than guaranteed follower counts.
- Embed disclosure in contracts: Ensure ad and sponsorship labelling complies with UK, EU, and US requirements.
- Align incentives: Tie partner compensation to qualified leads or sales outcomes, not surface-level reach.
“Compliance is now a competitive advantage,” Prossomariti said. “When you insist on transparent methods and measurable results, you protect your brand and your budget.”
Broader Impact
Regulators have also highlighted weak disclosure standards beyond LinkedIn. A recent EU sweep of 576 influencers found that while 97% posted commercial content, only around 10% consistently labelled it. For businesses, this underscores the importance of insisting on clarity and transparency from their marketing partners.
About Debora Prossomariti
Debora (“Debbie”) Prossomariti is a personal-branding and marketing strategist who helps businesses build credible influence through organic, lead-driven growth. Formerly with Meta and Pinterest, she has been recognised among LinkedIn’s top creators, reaching audiences in the hundreds of thousands monthly. Her consultancy emphasises measurable results over vanity metrics.
About the company: Debora Prossomariti's consultancy helps professionals and businesses build credible influence rooted in reputation, not artificial engagement.
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