Time to Regulate Influencers

From viral investment scams in Kashmir to fake “finfluencers” across India, online authority has outpaced accountability, something China has already moved to fix.

- Hidayat Bukhari

When a local influencer recently endorsed an investment scheme promising to double returns in two weeks, thousands of Kashmiris fell for it. Women from self-help groups and daily-wage workers invested their savings. Then, suddenly, the platform disappeared, and so did the public money.

This story is no longer rare. It mirrors a national pattern where influence has replaced expertise, and online confidence now counts more than credentials.

A ring light, a good mic, and a few trending hashtags are enough to build the illusion of authority in India today. In the process, the line between advice and deception has blurred.

In October 2025, China decided to redraw that line. Its Cyberspace Administration issued sweeping rules requiring influencers in sensitive fields to prove their qualifications.

Doctors must show hospital affiliations, lawyers must upload bar licenses, and financial commentators must register with regulators.

Platforms like Douyin and Weibo are legally obliged to verify these claims before promoting such content.

The message is simple: when information can change someone's life or livelihood, credibility cannot be optional.

The policy is about restoring trust than silencing voices. For years, the Chinese internet overflowed with miracle diets, fake investments, and pseudoscience. The new rules separate personal opinions from professional advice.

A trained cardiologist can discuss heart disease, a gym vlogger without medical credentials cannot. The aim is to make knowledge accountable again.

India, meanwhile, faces a credibility crisis of its own. Its influencer economy, worth over $400 million, is booming, and so are scams.