New rules for social media influencers

The government cracked down on the booming market of social influencers on Friday with new rules, including publishing clear disclosures about brand associations, to bring transparency and protect consumers.

- Ravi Dutta Mishra

Influencers who fail to comply risk facing hefty fines of as much as 50 lakh or being barred from endorsing products for up to six years.

Disclosures will be required to be published when there is a "material connection" between an advertiser and a celebrity or influencer, Central Consumer Protection Authority (CCPA) chief Nidhi Khare said at a press conference.

The market size of the social influencer industry is projected to reach 12,800 crore by 2025 as firms increasingly rely on them to push products to their audience in a more relatable and personal way. Mint first reported about the plans to rein in influencers in September.