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A May 2025 academic study analysed UK-based financial influencers (finfluencers) on TikTok, noting rapid growth in their reach among younger audiences.
However, many lack formal qualifications or clear disclaimers, raising concerns about misinformation.
The paper recommends guidelines for transparency and better public protection.
For UK audiences consuming finance content online, this emphasises the need for cautious evaluation of advice and verifying credentials before acting. 




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