Brand-influencer Disputes Draw New Lines for Creators

The Delhi High Court's order seeking removal of allegedly defamatory content about Dettol by one of India's top social media influencers marks another push-back by brands, creating precedent around how far creators can go, according to experts.

- Pratishtha Bagai & Krishna Yadav

"The Dettol case, along with other lawsuits centred around claims made by influencers, are likely to set significant precedents and pave the way for more robust legal frameworks in influencer marketing," said Bharadwaj Jaishankar, partner at IndusLaw.

While the Advertising Standards Council of India (ASCI) has already formulated guidelines for creators, these lawsuits place an added responsibility on influencers to exercise great caution, given their credibility and reach, Bharadwaj said. "As cases gain visibility, it sends a clear message to influencers and brands that misleading claims could result in serious consequences."

The high court ordered Raj Shamani, along with Ritik Chaturvedi, to remove objectionable content from a podcast episode featuring dermatologist Dr. Manjot Marwah, citing allegedly misleading and defamatory remarks about Reckitt Benckiser India's Dettol antiseptic.