Between science communication and the market: ethical dilemmas of digital science influencers

Abstract

This text analyzes the ethical dilemmas faced by digital science influencers when they associate themselves with controversial companies, such as oil companies, in advertising partnerships. Although these influencers build credibility through quality science communication, the monetization of content sponsored by organizations that contradict the principles of sustainability generates distrust. The case of Atila Iamarino, who produced content promoting oil companies while warning about the climate impacts of fossil fuels, illustrates these contradictions. This practice, marked by “greenwashing,” uses the reputation of influencers to make up the corporate image of major polluters. In a context of growing attention to climate change and with COP30 on the horizon, the relationship between science, the market and politics becomes even more challenging. The text argues that influencers should use their position to promote the public interest, balancing commercial demands with the ethical commitment to inform and mobilize the society.