New regulation is changing the game for content creators

From influencer to educator

- CHRISTINA MONIZ

AS LONG AS they were doling out crash courses on make-up or tutorials on how-to-rustle-up-a15-course-meal-in-under-15minutes, the going was good for the 70-million-odd social media influencers in the country. But when they start weighing in on matters that require serious knowledge and expertise, it becomes necessary for the 800 million internet users who go by "social media advice" to know that these influencers they follow are not necessarily experts and more often than not they are just amplifying a brand's message in return for something either in cash or in kind.

Unofficial data puts the earnings of finfluencers the portmanteau for financial sector and influencers - at anything between 50,000 and ₹5 lakh for every sponsored post, depending on factors like follower count, engagement and quality of content. Usually, those with a following of over 1 million earn 3-5 lakh per post.As per the Advertising Standards Council of India, one out of four finfluencer content pieces violated its code in FY23.Some months ago the council mandated that finfluencers prominently display their SEBI registration number alongside their names and qualifications.