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"influencers" should not exist in their form today. If you are to peddle a brand, you get to be responsible (as in legally liable) for the claims made
my feeling is, is if you are going to be selling a product and you use certain words or phrases like "scientifically proven" or "research shows..." that you need to reference your claim.
That's not enough... not just because nobody would read it but because there is a LONG tradition of marketing funded junk science so they could very easily come up with some shitty paper that backs whatever they are saying.
The tobacco industry was famous for this and for years they produced studies that showed smoking was good for you
The tobacco industry still actively does this. For example, they published papers promoting vaping as a public health initiative--tobacco cessation or harm reduction, they called it. One of the doctors, for example, was a sex therapist. Another got his medical degree in the Virgin Islands. All published under the guise of a legitimate "think-tank" with the basic premise of, "how do we address the public health impact of smoking?"
See? Literally, this behaviour is why we can't have nice things