Social media influencers in India shouldn't escape accountability

Online misguidance is a menace. Platform owners and the government should create a framework of checks and balances

- ROHIT KUMAR SINGH

The rise of social media has transformed communication and consumer behaviour. Platforms like Instagram, YouTube and X allow influencers and content creators to build large followings, offering personal recommendations and shaping consumer trends. Today, India is home to roughly 2.5-3.5 million content creators. Influencers' authenticity and relatability make them trusted figures, driving people's purchase decisions often more effectively than traditional ads. Brands see influencer marketing as one of the best ways to engage their target audience. But are there checks and balances on what these influencers disseminate?

Over the years, there has been a significant proliferation of misleading and unverified claims by influencers on social media, especially related to food and beverage products. In today's hyper-connected digital landscape, such claims can swiftly undermine decades of trust and authenticity, damaging a brand's credibility and shaking consumer confidence. This underscores the importance of fostering ethical collaborations, ensuring factual correctness and championing transparency to safeguard the ecosystem. While claims remain unverified, they influence consumers to reject some products, which hurts businesses.

Online content regulation: Social media influencers in India enjoy freedom of expression under Article 19(1)(a) of the Constitution, but this right is not absolute. Article 19(2) imposes reasonable restrictions to prevent defamation, requiring influencers to avoid content that damages the reputation of individuals or brands.