Unilever Says No More Fake Followers and Bots. Influencers Cheer, and Question the Future

The brand declared it won't work with people with inauthentic followings

Animation: Yuliya Kim; Sources: Getty Images

Unilever’s CMO Keith Weed kicked off Cannes with a big announcement: The company would make an effort not to work with influencers who had fake followers or used bots to grow their accounts. But the reality of working with influencers whose followings are authentic may be trickier than just making a proclamation like that.

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@dianapearl_ diana.pearl@adweek.com Diana is the brand marketing editor at Adweek and managing editor of Brandweek.
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