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Instagram is set to make teen accounts private by default in an effort to safeguard younger users from online dangers. Starting this week, new accounts for anyone under 18 in the U.S., U.K., Canada, and Australia will be private, with existing teen accounts migrating over the next two months.

This change, aimed at reducing unwanted contacts and exposure to harmful content, is part of a broader push by parent company Meta to address growing concerns over how social media impacts the mental health of young users.

Under the new rules, teens will only be able to receive direct messages from people they follow. In addition, "sensitive content" - like violent videos or posts promoting cosmetic procedures will be limited. Teens will also receive reminders to log off after 60 minutes and can activate "sleep mode" that silences notifications between 10 p.m. and 7 a.m. While these safety measures will apply to all teens, 16 and 17-year olds will have the option to disable them, while users under 16 will need parental approval for any changes.

Meta's Naomi Gleit, head of product, said the move targets three primary concerns from parents: inappropriate content, unwanted contact, and excessive time spent on the app. However, critics argue that these steps are not enough to combat the underlying risks. 

U.S. Surgeon General Vivek Murthy and New York Attorney General Letitia James both called for more aggressive measures, with James labelling Meta's changes "an important first step." but insufficient.

The announcement follows a wave of lawsuits against Meta by multiple U.S. states, accusing the company of contributing to the youth mental health crisis by designing addictive features on its platforms. Although Meta hinted at potential short-term declines in teen engagement, analysts like Jasmine Enberg from Emarketer believe the revenue impact will be minimal. She added that while the changes might curb some harmful behaviours, teenagers are likely to find ways to bypass restrictions, possibly even encouraging them to explore workarounds.


Meta is also expanding parental control options, allowing parents to monitor their child's online activity through its Family Center. With these changes, parents will be able to view who is messaging their teens, potentially aiding conversations about online safety and harassment. 

Yet, as Murthy pointed out, the burden of monitoring remains largely on parents, who may struggle to keep up with the rapidly evolving digital landscape.

Instagram moves to protect teens with default private accounts amid criticism

The Open Network for Digital Commerce (ONDC) is onboarding Real Money Gaming (RMG) platforms to its network, creating a mutually beneficial situation. ONDC aims to boost the RMG industry by offering a wide range of products and services listed on its network. This initiative is expected to enhance user confidence and trust in these pay-to-play platforms, as they are affiliated with ONDC, a government-backed entity.

ONDC, which was launched in 2021, has gained a lot of traction in the last two years. More than 500,000 sellers have been onboarded on the platform, of which more than 70 percent are small or medium sized sellers. In April 2024, ONDC facilitated around 7.22 million transactions.

Recently, Zupee, backed by investors such as WestCap Group, Tomales Bay Capital, Nepean Capital, AJ Capital, Matrix Partners India (now Z47), and Orios Venture Partners, joined the ONDC network. 

Dilsher Singh Malhi, founder and CEO of Zupee, commented, "We are delighted to partner with ONDC and be listed on the platform. This collaboration strengthens our efforts to responsibly bring the joy of playing culturally relevant Indian games to a larger audience."

Similarly, in May 2024, WinZO partnered with ONDC, enabling ONDC to list its services on the WinZO Store, making them accessible to WinZO's 175 million users. 

Paavan Nanda, Co-Founder of WinZO, said, "Just as UPI revolutionized payments in 2018 and paved the way for companies like ours to scale across 175 million gamers, we envision that the integration of WinZO and ONDC will allow many more companies to innovate on this growing digital commerce platform."

An ONDC spokesperson told Storyboard18, "We are creating a democratized digital commerce ecosystem that will benefit the industry. This will make entertainment available to a larger user base in India and allow them to access a wide range of products and services at competitive prices, all on a single platform." 

The spokesperson also added, "We are in talks with several other gaming platforms across the country. These RMG players will soon go live on the network once they are ready with the necessary infrastructure."

Roland Landers, CEO of the All India Gaming Federation (AIGF), commented, "The onboarding of Real Money Gaming companies on the ONDC marks a significant step towards democratizing digital access and fostering innovation in the gaming sector." 

Landers added, "By leveraging ONDC’s open network, RMG platforms can expand their reach, enhance transparency, and provide players with a more secure and seamless experience. As a rapidly growing industry, we at the AIGF believe this move will not only benefit gaming companies but also contribute to the broader goal of promoting a digital-first economy in India. We are excited to see how this development will support the responsible and sustainable growth of the sector."

ONDC has onboarded multiple companies offering services including grocery, beauty and personal care, electronics and appliances, home and kitchen, health and wellness, beauty, electronics, home and kitchen, fashion. Recently, ONDC onboarded 125 ecosystem stakeholders, including startups and some of the best known unicorns, on its network.

The unicorns that have signed Letter of Intent (LoI) to partner with ONDC include likes of Zerodha, EaseMyTrip, Pristyn Care, Cars24, Physics Wallah, PolicyBazaar, OfBusiness, Livspace and GlobalBees.

EXCLUSIVE: Now ONDC to boost Real Money Gaming industry

An Instagram reel showcasing a fleet of luxury cars parked outside the Zomato and Blinkit offices in Gurugram has taken social media by storm, amassing over 1.2 million views within a week.

The clip features high-end models, including an Aston Martin DB12, A Porsche 911 Turbo S, a Lamborghini Urus, and a Ferrari Roma, all reportedly owned by Zomato CEO Deepinder Goyal. Also highlighted is Blinkit CEO Albinder Dhindsa's stylish BMW Z4.

The <a href="https://www.instagram.com/reel/C_qD5Ycoihl/?utm_source=ig_web_copy_link">reel</a> opens with the logos of Zomato and Blinkit before panning to the impressive lineups of vehicles, quickly capturing the attention of viewers. 

However, the display of wealth has sparked a flurry of commentary on social media, where users engaged in a humorous banter and criticism.

One user quipped, "He can buy it. Charging platform fees from customers and deducting gig cancellation fees and no-show fees from delivery partners. He makes much money from looting," 

Another added, "And the one behind all these are delivering on scooters," pointing out the stark contrast between the luxury cars and the delivery workers' realities.

Criticism centered on the recent hike in platform fees by Zomato and Swiggy, which increased by 20 percent to Rs 6 in select regions. "Yahi hota platform fees bada kar (this is what happens after increasing platform fees)," another user remarked, while another raised the question, "Now that you have so much money, why not give the delivery guy health insurance or a provident fund?"

Adding to the buzz, Deepinder Goyal was recently recognized as the second richest person in Gurugram, with his net worth estimated at a staggering Rs 9,300 crore, according to the Hurun India Rich List 2024.

Viral Instagram reel showcases luxury cars of Zomato and Blinkit CEOs

A fierce battle over control of Rupert Murdoch's vast global media empire has commenced in a Reno, Nevada courtroom. The 93-year-old mogul is seeking to amend the family trust that holds significant stakes in Fox Corporation and News Corp, in an effort to ensure that control of the influential companies remains with his eldest son, Lachlan Murdoch. 

On Monday morning, family members, including Rupert, Lachlan, and his other three children - Prudence, Elisabeth, and James - arrived in Reno for the high-stakes probate court hearing. The legal proceedings, which remain closed to the public, will determine whether Rupert Murdoch's attempt to alter the trust is being carried out in good faith. 

A sealed court document obtained by The New York Times suggests that the amendment would prevent Lachlan's more politically moderate siblings from interfering with his leadership.

The media titan's decision to favor Lachlan has sparked concern within the family. Lachlan, viewed as ideologically aligned with his conservative father, currently runs Fox and serves as the sole chair of News Corp. 

James Murdoch, on the other hand, has publicly distanced himself from the family's conservative leanings, having resigned from the News Corp board in 2010 due to disagreements over editorial content.

The succession drama has drawn significant public interest, particularly given the cultural and political influence wielded by Murdoch's media holdings, which include Fox News and The Wall Street Journal. 

However, on Thursday, a Nevada judge rejected an appeal by Reuters and other media organizations to open the hearing to the public, citing concerns about the potential disclosure of sensitive financial and personal information. The majority of court documents remain sealed. 

The family trust at the heart of the dispute was established in 1999 following Murdoch's divorce from his second wife, Anna. 

The trust holds approximately 40% of the voting shares in both News Corp and Fox. Upon Rupert Murdoch's death, these shares will be divided among his four eldest children, potentially setting the stage for a future power struggle. Without the proposed amendment, three siblings could theoretically outvote Lachlan, raising concerns about the long-term direction of the companies.

Murdoch family succession battle kicks off in closed Nevada courtroom

By Rohan Chincholi


Search has always been integral to satisfying human curiosity, serving as a cornerstone of our evolutionary journey. It is a trait deeply embedded in us — the drive to seek, question, and uncover information. Throughout history, our search for knowledge has been the foundation for discovery and advancement.


In the digital age, search engines have become the modern-day tool that bridges curiosity with information. When we think of search today, we immediately think of Google. It has become synonymous with the act of searching itself. The technology that powers search engines allows us to instantly access vast repositories of information, continuing to fuel human curiosity and drive progress.


When we talk about the history of search engines, it's essential to remember "Archie," the world's first internet search engine, created in 1990 by Alan Emtage, a visionary student at McGill University in Montreal. Originally named after the word "archives," it was shortened to Archie, laying the groundwork for digital information retrieval.


By 1994, Yahoo, Webcrawler, and Lycos had taken the stage, each contributing to the evolving landscape of search. Following them, Altavista and Ask Jeeves emerged in 1997, offering new ways to navigate the growing internet. However, it was in 1998 that Google was launched, transforming search with its advanced algorithms and clean user interface, quickly becoming synonymous with the act of searching itself.


The early 2000s saw the introduction of MSN Search (now Bing), further diversifying the search ecosystem. Over time, Google remained dominant, continuously innovating and becoming the gateway to the world's information.


In the early days of search engines, platforms like Ask Jeeves and AltaVista relied heavily on algorithms that prioritized quantity over quality. As a result, consumers often found the accuracy of search results to be abysmally low, with relevant results hovering around just 1% or less. These search engines lacked the sophistication needed to deliver up-to-date, pertinent information to users.


Google, however, revolutionized this landscape. Unlike its predecessors, Google employed "spiders"—automated programs designed to crawl the web, discovering new pages and identifying changes on existing ones. This approach allowed Google to serve users with timely and relevant search results, a feat unmatched by any other search engine at the time.


Rather than relying on editors or researchers to manually curate links, Google developed algorithms that evaluated web content based on specific criteria. This included innovative concepts such as inbound links from trusted sources (an early precursor to what we now consider authority in SEO) in addition to more traditional metrics like keyword frequency and page titles. These components were factored into a sophisticated scoring system known as PageRank, which determined where a website would appear for any given search query. It allowed Google to quickly outshine its competitors, setting the standard for search engines and cementing its place as the go-to platform for information retrieval.


Today, performance has become synonymous with Google Search, a platform that continues to set the benchmark for delivering results at scale. This is clearly evident from the company's consistent growth in financial performance.


Alphabet Inc., Google's parent company, recently released its second-quarter 2024 financial results, showcasing the remarkable strength of its core search business. 


•Google Search saw a 14% year-over-year increase in revenue, reinforcing its dominant role in the digital economy.

•Google Search revenue for Q2 2024: $48.5 billion (up from $42.6 billion in Q2 2023) 

(reference : Alphabet Inc., Google’s parent company, released its second quarter 2024 )

This growth underscores how Google has managed to maintain its leadership in search by continually refining its algorithms and expanding its advertising ecosystem. 


Today, Google holds a near-monopoly in the search market, commanding over 90% of global market share as of February 2024, according to Statcounter GlobalStats. Its closest competitor, Bing, trails far behind at around 3.5%, with DuckDuckGo accounting for less than 1%. Yet, the presence of DuckDuckGo is significant.


Launched in 2008, DuckDuckGo quickly distinguished itself by taking a unique, privacy-first approach to search. In a world where Google’s business model revolves around user profiling and targeted ads, DuckDuckGo's algorithm focused on not collecting personal data, offering users the same search results regardless of who they are, and refusing to engage in social engineering with user data. This no-ads, no-tracking model resonated with privacy-conscious users, helping DuckDuckGo secure a place among the top five search engines, despite its relatively small market share. Notably, while DuckDuckGo has its own crawler, it is also supported by Bing’s infrastructure.



Google, meanwhile, has made strategic investments to maintain its dominance. In 2022, it is said to have paid Apple around $20 billion to remain the default search engine on Apple devices—this amounted to 17.5% of Apple’s operating income and a 36% revenue share for Apple. In addition, Google spent another $10 billion on deals with other companies, further solidifying its position. 
(reference : Google Google during its ongoing antitrust dispute with the United States Department of Justice (DoJ), according to Bloomberg.



Despite Google's massive influence, it continues to face regulatory challenges. Most recently, on September 9, 2024, Google lost its appeal against a $2.7 billion antitrust fine imposed by the European Union, a ruling that underscores the growing global scrutiny of its business practices and market dominance.



Today, consumers remain eager for information and are willing to overlook ads or SEO implications as long as they get the answers they seek. Despite this, the process of sifting through pages to find the right words, images, products, videos, and services persists. Throughout generations and technological advancements, the essence of search has always been to provide answers. The main evolution has been in reducing the time it takes to access relevant information.


The transition over time: 


•Search Engines’ Early Focus: Prioritized volume of results over accuracy.

•Google’s Innovation: Customized algorithms for personalized search results.

•DuckDuckGo’s Approach: Emphasized privacy, ad-free experience, and uniform search results.


We are now entering an era dominated not by traditional search engines, but by answer engines. The nature of search has fundamentally evolved—from finding a book in the library to having a personal analyst at work. This new wave of technology can be seen as the rise of reasoning engines.


While search engines excelled at discovering information, they relied heavily on constantly crawling the web to update their datasets. This approach was effective but struggled to comprehend complex queries. Answer engines, on the other hand, are designed to understand intricate strings of words and, more importantly, learn and adapt over time. This allows them to not only provide more accurate responses but also to improve as they accumulate data, making them particularly useful for delivering balanced, comprehensive insights.


A prime example of this shift is Perplexity AI, founded less than two years ago. Despite its youth, the company is already valued at $1 billion. Perplexity AI’s rapid rise illustrates the growing demand for AI-driven technologies capable of intelligent reasoning, capable of understanding nuanced questions and generating tailored, well-collated answers.


This transformation from search to reasoning engines signals a major leap forward in how we interact with information—no longer are we just searching; now, we are conversing with systems that can analyse, reason, and respond with human-like precision.


• As per industry reports the MAU for Perplexity AI stands at 10 MN as of January 2024

• Perplexity AI also reported over 500 million requests served in 2023 with minimal marketing expenses (by Perplexity AI & Industry Sources)

 
Perplexity AI doesn't just scrape the web for isolated bits of information. Instead, it interprets complex queries, considers their broader context, and then formulates comprehensive, well-rounded responses. This allows users to ask more intricate, multi-layered questions and receive answers that feel personalized and insightful—making the experience less like searching and more like conversing with an expert.


Perplexity AI operates with three distinct models to cater to various user needs:


1. Standard Plan:


Offers unlimited searches, 5 Pro searches, access to the Standard AI model, and the personalization of answers.


2. Professional Plan ($20/month):


Builds on the Standard Plan by providing additional features such as unlimited Pro searches, the ability to choose between advanced AI models, options to upload and analyze files, and tools to visualize data.

3. Enterprise Plan ($40/month):

Recently announced in a Bloomberg report, the Enterprise version is aimed at large-scale business users, with a focus on enhanced security capabilities and data protection measures. This shift underscores Perplexity’s goal to boost revenue through its enterprise offering, as organizations increasingly demand privacy safeguards for their data.


Perplexity AI’s business model primarily revolves around subscriptions, which form the foundation of its monetization strategy. However, the company sees significant potential in the enterprise segment, expecting that B2B revenue may surpass B2C, as enterprises look to leverage its AI for both data security and operational efficiency.


From a consumer standpoint, Perplexity AI is also exploring new revenue streams, including display promotions within its search engine results. These promotions would appear below the answers generated by Perplexity's AI, offering advertisers a new way to reach audiences. To incentivize content creators, Perplexity plans to implement a revenue-sharing model, where participating publishers would receive a flat fee when their content generates ad revenue. Additionally, participating news publications may receive a 1-year paid subscription to Perplexity’s premium version as part of the partnership.


Looking forward, technology integration will be paramount to Perplexity’s growth. The platform will help facilitate integrations that allow businesses and individuals to seamlessly incorporate Perplexity AI’s capabilities into their workflows, thereby expanding its use cases across industries.


As consumer adoption of answer engines rises, we are witnessing the dawn of a new era for SEO. The focus is shifting from traditional search optimization to curating content specifically for AI-powered answer engines. Brands will increasingly invest in what can be called AI Engine Optimization (AEO), where content is tailored not just to appear in search results but to be understood and utilized by advanced AI models.

Brands will continue to prioritize strategies aimed at increasing visibility and authority. 


Here are some key areas that will see growth:


1. High Domain Authority Pages:

Brands will spend heavily on building and maintaining high-authority content. Since AI-driven engines rely on authoritative sources to generate answers, establishing a strong presence with well-regarded, credible content will be crucial for brands to maintain visibility.


2. Online PR:


The rise of answer engines will give online PR a new boost. Brands will need to secure media coverage on reputable platforms to gain external validation and enhance their domain authority.


3. Content Tailored to Brand Narrative:


AI models like Perplexity, ChatGPT, or Claude generate responses based on contextual understanding. Therefore, brands will focus on creating narrative-driven content that aligns with their identity, ensuring that the answers produced by AI reflect their messaging and values.

4. On-Page SEO:


Traditional on-page SEO efforts like technical SEO, link-building, and optimizing for site speed and mobile-friendliness will remain essential. These elements will still influence the AI’s ability to assess content quality and relevance.

5. Off-Page SEO:


Backlink strategies, guest posts, and influencer collaborations will continue to grow, as off-page factors remain critical in boosting a site’s domain authority and ensuring that its content gets surfaced by answer engines.


From its beginnings with Archie to its dominance with Google, the evolution of search engines mirrors humanity's relentless pursuit of knowledge and technological progress. Google's success highlights its role as a benchmark in the search landscape, while the rise of privacy-focused DuckDuckGo underscores shifting user preferences. 


The transition from traditional search engines to advanced answer engines, like Perplexity AI, represents a significant leap forward, offering more nuanced and personalized responses. As we move into this new era, the focus will shift towards AI Engine Optimization (AEO), where brands must tailor content to engage effectively with sophisticated AI models and ensure visibility in an increasingly complex digital environment.


Rohan Chincholi is the chief digital officer of Havas Media India.

Archie to Perplexity: The evolution of search engines and the rise of reasoning engines

Zomato has announced its collaboration with the Indian Railway Catering and Tourism Corporation (IRCTC), enabling passengers to order food during their train journey via the app. The food ordering and delivery platform has called the service 'Zomato - Food Delivery in Trains'. According to Zomato, the service is currently live across 88 cities. Since the Zomato-IRCTC collaboration, 10 lakh orders across 100 stations have been delivered to customers.

 
"We are thrilled to collaborate with IRCTC allowing us to provide culinary delights to train passengers, making their journeys a memorable experience. We are confident that the scale of our collaboration with IRCTC will touch the lives of millions of customers across India and make train travel a convenient and delightful affair," Rakesh Ranjan, CEO, Food Delivery, Zomato said.

	
<a href="https://www.storyboard18.com/advertising/zomato-delivers-festive-cheer-with-prasad-and-modak-orders-during-ganesh-chaturthi-41740.htm">Modak searches surged to 125,000 on Zomato; Swiggy delivers festive cheer with modak dispenser</a>

Zomato app will have the option of "train" for the users to order food on their journey. Alternatively, customers at the station can also update their location after opening the Zomato app, after which they will be redirected to a banner for entering their PNR. It will automatically fetch the customer’s seat and train details directly once the customer has provided their PNR, ensuring that the delivery partners deliver the order to the right seat. This approach enables the delivery of food orders when the train is about to arrive at the station. Customers also have the option of picking up their orders from assigned pickup points at the station, Zomato said in a media statement. In the case of train delays, Zomato tracks the train timings to adjust delivery timings.

	
<a href="https://www.storyboard18.com/brand-makers/zomato-shuts-down-intercity-legends-after-two-year-run-40316.htm">Zomato shuts down Intercity Legends after two-year run</a>

 
From vegetarian to non-vegetarian food options, ‘Zomato - Food Delivery in Train’ will comprise diverse menus of restaurants. "With real-time tracking and dedicated customer support, customers can enjoy a smooth experience from ordering to delivery and addressing any queries or concerns," Zomato added.

IRCTC, Zomato join hands to deliver food to train passengers

Technologies like confidential computing, which use special software and hardware known as Trusted Execution Environments (TEEs), unlock new ways for businesses to use their first-party data to reach customers and measure the impact of their digital ad campaigns, said tech giant Google. In a recent blog post, Google explained that confidential computing tech also gives added data security and transparency, by isolating business information during processing so that no one — including Google — can access the data being processed.

Last week, Google introduced confidential matching, which the firm states is a new way to securely connect first-party data for measurement and audience solutions. "This marks only the first use of confidential computing in our Ads products, and we plan to bring this privacy enhancing technology to more products over time," added Kamal Janardhan, Senior Director of Product Management, Measurement, Google. 

For advertisers, the use of confidential computing means added protections for customers’ information that are secure by default. Other technical assurances include transparency into a product’s code and the ability to receive proof, known as “attestation,” that data is processed as intended.

Trusted Execution Environments (TEEs) are used across different industries to protect data like passwords and credit card numbers.

Confidential Space — part of Google Cloud’s confidential computing portfolio — is used by MonetaGo for secure financial fraud detection. In other applications, it enables privacy preserving data sharing between businesses because of its unique security properties. 

"We’re using this same Confidential Space technology, which has already received rigorous security reviews from third-party auditors, as the technical foundation in Ads for confidential matching," Google stated. 

Confidential matching is now the default for any data connections made for Customer Match including Google Ads Data Manager. Google states, for advertisers with very strict data policies, it also means the ability to encrypt the data yourself before it ever leaves your servers.

In the coming months, Google will continue to roll out encryption support in confidential matching globally. The big tech firm also plans to expand its use of confidential matching across more of its advertising solutions. For example, in the next few months enhanced conversions implemented with the Google tag will start rolling out first-party data processed with confidential matching. Processing will happen behind the scenes, without changing how you measure conversions or manage your Google tag.

<a href="https://www.storyboard18.com/digital/google-knowledge-sets-you-free-or-deeper-to-monopoly-42041.htm">Read more: Google: Knowledge sets you free or deeper to monopoly?</a>

Data Privacy: Google introduces "confidential matching" for advertisers

By Bharvi Dasson

Absolutely, yes! But it's all about how efficiently you use them because they still increase discoverability, they categorize content effectively, they help in building communities around shared interests and they are crucial for trend-jacking and real-time marketing.
 

Hashtag marketing is a strategy to promote your brand, product, or service with carefully researched relevant hashtags. In a world run by social media platforms, today, most of the brands use hashtags as a significant part of their overall marketing strategy.


However, over the years, the usage of hashtags has changed and now it takes much more effort to make your hashtag go viral. So, if you want your campaign’s hashtag to work, a practical approach is needed. You have to stay ahead of your competitors, spot emerging trends or changes in tendencies, and act accordingly.


Here's how a branded hashtag campaign can skyrocket engagement. 


1) Craft a Unique, Memorable Hashtag. It should be

-Short and sweet 

-Easy to spell 

-Relevant to your brand or campaign 

-Not already in use (do your research!) 

For Example: Nike's


#JustDoIt - simple, motivational, and unmistakably Nike and we still love it!


2) Define the campaign goals well in advance. What do you want to achieve and what are you seeking out of the campaign?

-Increase brand awareness? 

-Drive user-generated content?

-Promote a specific product or event? 

-Clear goals will shape the strategy and you will be able to measure success efficiently.


3) Create off-the-beat content 

Use eye-catching visuals 

Tell stories that resonate with your audience 

Encourage participation with contests or challenges
 

4) Promote Across Platforms. Don't limit yourself to one platform. Spread your hashtag love across:

Instagram 

X

Snap Inc. 

Meta 

LinkedIn 

YouTube 

5) Engage with Participants 


Like, comment, and share user content 


Feature the best submissions


Create a community around the hashtag 


6) Monitor and Analyze. Use tools data to track engagement


Hashtag usage
 

Engagement rates 


Reach and impressions 


7) Iterate and Improve. Learn from your data and refine your strategy for even better results!


Make sure, you are over using hashtags, just 2-3 per post are more than enough, use a mix of branded and popular hashtags and research trending hashtags in your industry. 


Read More: <a href="https://www.storyboard18.com/brand-makers/i-am-more-hungry-for-artificial-imagination-than-for-artificial-intelligence-shubhranshu-singh-21029.htm">I am more hungry for artificial imagination, than for artificial intelligence: Shubhranshu Singh</a>

Are hashtags still relevant in today's fast-paced digital landscape?

The Centre is likely to release the draft rules under the Digital Personal Data Protection (DPDP) Act, 2023 within the next two weeks. 

According to the sources close to the development, the compliance or transition period under the same will likely be kept between six to eight months only, with provisions for up to Rs 250 crore penalty for any data breach. 

This is said to be a major setback for social media companies and telecom operators who have been lobbying for a transition period of 18-24 months at least to fully comply with the Act, because of the technological complexities and complete overhaul of the present consent manager framework. 

Many of these companies use legacy systems to store data and hence are likely to struggle while aligning data management processes to the Act. 

According to another source familiar with the matter, the transition period could be more stringent for established bigger players as compared with smaller entities. 

It is to be noted that data privacy laws including the General Data Protection Regulation (GDPR) and Singapore's Personal Data Protection Act (PDPA)- from where the DPDP Act has taken inspiration, gave companies around two years to make the transition, change business practices and then were levied with the penalty violation.


Read more: <a href="https://www.storyboard18.com/how-it-works/breaking-dpdp-rules-will-soon-be-released-for-public-feedback-says-ashwini-vaishnaw-37725.htm">BREAKING: DPDP rules will soon be released for public feedback, says Ashwini Vaishnaw</a>


"The compliance aspect will be challenging because the Act is going to create a complete overhaul in business operations and the industry has not yet fully understood it. Tech giants will have it comparatively easier because they've been complying with the procedures of other countries but Indian corporates are going to face a lot of challenges. Companies haven't fathom the amount of resources and time which will be required to comply with this law," pointed out Akshayy S Nanda, Partner, Saraf and Partners.

In fact, mar-tech agencies will be amongst the most impacted. 

"Companies who already have existing marketing databases but don't have consent, will now have to delete the data from the database. Neither you can use it nor you can store it under the new Act. Companies have to figure out different ways of to actually gather, collect and build database for marketing purposes from the scratch," Nanda explained.

However, early-stage startups are likely to be given 3-6 months as the grace period to test their products during which they will be exempt from certain stringent provisions

The Act has seven critical guiding principles. One is lawfulness, fairness and transparency of processing personal data- one can only process personal data in a lawful manner by having the consent, while all processing has to be done in a fair manner. Meanwhile, providing adequate information to the individuals regarding what is the personal data that is being collected and for what purpose. The second guiding principle is purpose limitation- the law provides that if one collects the personal data for a particular purpose, it can not be used for any other purpose.

Third is data minimisation. For years, companies have been collecting personal data and storing for future monetisation purposes. With the new Act, once the purpose for which the personal data was collected is completed, one can't hold on to that data for perpetuity. Fourth guiding principle is accuracy, which is the obligation on companies to ensure that data is kept accurate and correct.

Fifth is data minimisation, which means that companies can only collect personal data which is necessary for them to provide the services. Sixth is integrity and confidentiality, ensuring that personal data is protected and there is no personal data breach. And lastly is accountability.

DPDP Act basically aims at data minimisation, purpose limitation and storage limitation and once implemented, all digital platforms will have to take the consent from each of their users- for the consent, purpose or future usage. Additionally, companies with large volume of data will also have to appoint data protection officers, who will be the point of contact for the grievance redressal mechanism. 


Read more:<a href="https://www.storyboard18.com/digital/is-indias-dpdp-act-a-blueprint-for-global-data-protection-standards-40631.htm"> Is India’s DPDP Act a Blueprint for Global Data Protection Standards?</a>


However, the stakeholders have been raising objections regarding the notification of personal data breaches. The law provides that in case of a personal data breach, one will have an obligation to notify the regulator, which is going to be the Data Protection Board. 

Also, there is no risk threshold. "Under the global laws, there is a risk threshold regarding notification to the regulator because there can be several data breaches where there is no risk. In DPDP, there is no risk threshold and the penalty for not notifying the regulator can go up to Rs 200 crore," Nanda highlighted.

The Act carries the obligation for the companies/entities to provide a privacy notice to the individuals- which will consists the purpose of the collecting the personal data, kind of data collected and the rights that the individuals have under the law. The is to be drafted in a simple language, with no legal jargon, and in 23 different languages.

The DPDP Act was passed by Parliament on August 9, 2023 — about six years after the Supreme Court upheld privacy as a fundamental right. Despite being announced last year, the Act has not yet taken effect since its rules and regulations are still have not been released or finalised.

DPDP Act draft rules expected within two weeks; transition period likely to be restricted to 6 months

The Tamil Nadu Online Gaming Authority (TNOGA), during an awareness campaign on the ill-effects of gaming, strongly labeled gaming addiction as a mental disorder. The video gaming industry has remained tight-lipped, implying that the government was focusing on Real Money Gaming (RMG) players. However, RMG players argue that the Tamil Nadu government was referring to the video gaming industry, especially since the campaign targeted schoolchildren below 18 years of age. 

Chief Secretary N. Muruganandam, who initiated the campaign, stated that online games are negatively impacting students both psychologically and physiologically. He noted that governments in China and Japan have already banned these online games, and Australia is considering a ban for children under 16. Muruganandam hinted that certain online games could be banned again in the state.

When asked if Tamil Nadu is considering legislation similar to Australia’s upcoming online gaming laws, which are expected to be introduced before the next election, Muruganandam responded, "We are examining a policy similar to Australia’s online gaming." Australia is likely to age restrict social media and gaming platforms. 

Highlighting the increasing trend of gaming addiction over the past five years, he explained, "It can be described as internet gaming disorder or pathological gaming disorder. The origin of this disorder can be traced back to the COVID-19 pandemic. During that time, schools were closed, and parents had to provide mobile phones to their children for online classes."

Nirali Bhatia, a Cyber Psychologist & Internet Addiction Therapist, stated, "Recently, I have seen a rise in gaming addiction, affecting both kids and adults. This shows that banning games is not the solution. The government should impose strict regulations to curb such addictions. All stakeholders must work together to reduce the instances of gaming addiction."

Bhatia further said, “Today, multiple violent games are affecting behaviour of kids. Showing lack of empathy, living in isolations, obesity are some of the ill effects that gaming addiction leads to.” 

A spokesperson from the All India Gaming Federation (AIGF) added, "Global research consistently shows that outright gaming bans are ineffective. In fact, they often push users toward underground or offshore platforms, where they face greater risks due to the lack of oversight. These platforms usually operate without any consumer protection, compromising users' safety and data privacy."

The AIGF spokesperson also mentioned, "Imposing time limits or gaming restrictions, such as those on playtime or spending, has also proven ineffective worldwide. Users often bypass these restrictions using VPNs and other tools, making such regulations difficult to enforce. Moreover, blanket restrictions or bans infringe on individual rights and, as courts have repeatedly noted, violate constitutional protections."

TNOGA Chairman Mohammed Nasimuddin stated that preliminary survey analysis suggests that about 20 percent of students in the state are addicted to online games.

When Storyboard18 reached out for comments, several video game companies declined to speak on the record, stating that "the TN government’s awareness campaign focused on Real Money Gaming players, which pertains to online gaming. It has nothing to do with the video game industry."

Similarly, RMG players said, "The Chief Secretary was addressing schoolchildren; RMG is for users aged 18 and above."

Interestingly, during one of the consultative processes, the Tamil Nadu government clarified that they do not differentiate between the video game and RMG industries.

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