Leading with purpose creates wins for consumers, community and country: Hina Nagarajan of Diageo India

'Largest employer in the world is inefficiency': CRED's Kunal Shah at Storyboard18 Global Pioneers Summit

Unheard tales of Maggi’s redemption: How poetry and nostalgia revived an iconic brand

Content creator Raj Shamani’s journey: Prioritizing substance over virality

MIB’s Ashwini Vaishnaw at Storyboard18 DNPA Conclave: Govt working for fair compensation for media houses

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Influencer marketing has been playing with the line between real and staged since long...but now with AI taking over, the lines seem to become too blurry and machine-made. 

AI-generated influencers have given rise to a cottage industry of digital "pimps" who create, manage, and profit from these virtual personalities. Globally, this phenomenon has rapidly escalated, particularly in the adult content sector. Many AI-generated influencers gain massive Instagram followings before directing users to OnlyFans-style subscription platforms where they sell AI-generated images and videos. The business model is built not just on selling adult content but on monetizing loneliness—offering customers an illusion of intimacy with a seemingly real individual.

What makes this industry particularly alarming is the extent of automation. AI-generated influencers often steal and manipulate existing content, swapping faces, generating deepfake videos, and even using chatbot scripts to interact with followers. A single AI persona can be pasted onto the bodies of multiple real-life women, further complicating the issue of digital identity theft. Despite Meta's regulations against impersonation, enforcement remains weak, with thousands of AI-driven influencer accounts flourishing across platforms.

This problem isn’t limited to explicit content. AI-generated low-effort, machine-generated content has flooded every social media platform. Whether it’s fabricated travel photos, algorithmically optimized engagement bait, or entirely fake influencer accounts, AI is reshaping the digital landscape at an unprecedented scale.

As this shift accelerates, experts are considering the agencies' role. Rashi Agarwal, founder of Megalodon, says "Within the next 6 to 12 months, we could see a massive shift. Content creation using AI tools is growing at an exponential rate, and innovation in AI is leapfrogging rapidly. Social media platforms and influencer marketing will be transformed like never before."

For agencies, the challenge is no longer just about vetting influencers. It’s about distinguishing between human-created and AI-generated content. But does that even matter anymore? 

"For agencies like ours, the challenge will be distinguishing between human-generated and AI-generated content. However, if AI-generated content stands on its own merit and meets quality standards, there’s no issue in treating it as user-generated content—provided there are no ethical concerns. As a responsible agency, we should remain neutral, as long as we can verify how the content is created and ensure it doesn’t infringe on copyright," says Agarwal.

The Death of Vanity Metrics?

AI is rewriting the rules of influencer engagement. Traditional influencer marketing has relied on reach and aesthetic appeal. But AI tools are shifting the focus toward performance-based metrics.

The Indian market has experimented with affiliate marketing and performance-based influencer payments, but these models haven’t taken off. Influencer marketing is still largely driven by content quality and audience relatability rather than strict ROI calculations.

While vanity metrics still dominate in many boardrooms, there's a subtle shift underway. “Some forward-thinking brands are actively auditing AI-powered engagement,” says Sreeram Reddy Vanga, CEO & Co-Founder of Kofluence. “But many still chase high numbers due to internal pressure for quick wins and a lack of expertise in measuring deeper metrics.”

He adds that smarter players are moving toward more meaningful models like predictive lifetime value (LTV), which measure an influencer’s ability to drive high-margin actions—“not just clicks.”

According to him, this evolution is reshaping how contracts are structured. “We’re seeing contracts where 60-70% of fees are tied to KPIs like registrations or app signups,” she notes, comparing it to how platforms like Meta and TikTok now reward creators for sales-driven content rather than views alone.

Still, this approach isn’t without its drawbacks. “It demands that influencers have deep confidence in their audience’s purchasing power—and not all are willing to trade guaranteed pay for riskier, outcome-dependent rewards,” Vanga cautions.

That said, not every player in the ecosystem is rushing toward hard performance metrics. Some still value resonance over return.

“At Zefmo, we use an ‘R3 lens’ to assess influencers—relevance, relatability, and reputability. And so far, that remains the key approach rather than purely performance-based models,” shares Shudeep Majumdar, CEO and Co-founder of Zefmo Media.

But as AI advances, will brands finally ditch vanity metrics in favor of data-driven performance? While metrics are shifting, the very nature of influencers is also being transformed.

Your Favorite Influencer Might Not Be Real - And That’s the Point

Behind every top influencer is a carefully crafted strategy and increasingly, AI is at the core of it. AI-driven insights help influencers analyze content performance, track engagement patterns, and fine-tune their approach.

“Instagram’s algorithm prioritizes the first three seconds of a video, which has led to the rise of engaging thumbnails; it's a tactic borrowed from YouTube,” says an AI strategist.

But this is just the beginning. AI isn’t just assisting influencers; it’s replacing them.

AI-generated influencer videos which were once a novelty are now commonplace. AI avatars of influencers are emerging, mimicking their facial expressions, tone, and gestures. The result? Influencers can produce content without even being present.

“We’re working on an industry-first project with a top Indian influencer to launch an AI avatar for niche content,” reveals Agarwal. “Bollywood celebrities and musicians are also exploring this—reducing their time commitments while producing high-quality content. For example, Isha Gupta was considering AI for a tourism project that required filming at 32 temples, saving extensive travel and production costs.”

Are Brands Paying for Fake Engagement?

For years, brands have been burned by bot-driven engagement and inflated follower counts. So, are they once again being fooled by AI-generated influencer content? Not quite. If anything, brands are getting smarter. 

“While some may have invested blindly in AI-driven content before 2024, today, they carefully evaluate where AI adds value,” an industry expert explains. “Many brands now request innovative AI-driven campaigns and are willing to invest. About 40% of our clients are on AI content retainers, covering corporate brands, political parties, and government ministries.”

Even government bodies are embracing AI to cut down logistical costs. Ministries overseeing Women & Child Development, Health, and Tourism are using AI-generated content to create official messages—without needing officials to be physically present.

Authenticity vs. AI: Does the Audience Even Care?

The real question isn’t whether brands or influencers will adopt AI—they already have. The question is: Will audiences care?

Transparency is improving, with more AI-generated content being labeled. But does labeling matter if engagement remains high?

“Consumers might feel deceived if they assume content is 100% real and later realize it’s AI-generated,” an expert admits. “However, advertising has always involved artificial elements—airbrushed images in beauty ads, for example. AI is just an evolution of that.”

In the end, the influencer economy isn’t about who creates the content—it’s about who engages with it. This raises a deeper question: What obligations do brands have in maintaining trust and transparency in an AI-driven landscape?

"To maintain ethical standards, brands should focus on transparency, ensuring that users are aware when AI is being used,” says Abhisekh Razdan. “This includes disclosing the use of bots or AI-generated content. Moreover, engagement should be meaningful; brands should aim to foster genuine interactions rather than merely chasing higher numbers. Lastly, data privacy must be a priority, with AI tools being used in ways that respect user consent and data protection laws,” according to Abhishek Razdan, Co-Founder & Chief Executive Officer at Avtr Meta Labs.

But even as ethical frameworks are discussed, the reality is that AI-led influence is already far ahead of regulation. With AI avatars, hyper-personalized ad copy, and AI-powered engagement metrics redefining the space, authenticity as we know it might already be dead.

The only question left is: Is authenticity now irrelevant?

Read More:<a href="https://www.storyboard18.com/how-it-works/the-rise-of-influencer-cartels-gaming-the-system-or-just-playing-smart-59501.htm" rel="noopener" target="_blank">The rise of Influencer Cartels: Gaming the system or just playing smart?</a>

Is your favourite influencer real? The blurring lines of authenticity in the age of AI

The influencer game is won by numbers, but what happens when those numbers are a carefully constructed façade? Beneath the viral moments, a shadow market thrives, where engagement is manufactured, metrics are inflated, and the illusion of influence is sold — and bought.

"Follow for Follow" Just Got Smarter

An industry insider, speaking on the condition of anonymity, explains how influencer fraud has evolved over time. "'You follow me, I follow you' has been a thing since the very inception of formal influencer marketing. When we started a few years back, it was prevalent then, and it still is now."

The industry's reputation has been tarnished, they said, by "the infiltration of fly-by-night operators and relatively new so-called influencer marketing companies." This damage has led to a climate where "brands are scrutinizing every collaboration." To counter this, "contractual safeguards to penalize fraudulent activity and ensure transparency are becoming standard." The speaker emphasizes a critical choice: "The industry is at a crossroads. Brands must decide whether to chase short-term metrics or invest in long-term trust." While "the bigger players are leading the push for authenticity," the overall "direction remains uncertain."

AI-Driven Manipulation Is In

Influencers have long used engagement pods—private groups where members like, comment on, and share each other’s content—to boost their numbers. But as the industry evolves, so do the tactics.

"WhatsApp engagement pods are old news. The real game now? Bot-powered follower, view, and comment inflation—cheaper and easier than ever," says Anirudh Sridharan, Co-Founder and Head of Product at HashFame.

Sreeram Reddy Vanga, CEO & Co-Founder of Kofluence, sees these tactics play out firsthand. He notes that engagement pods are particularly common in lifestyle, fashion, gaming, and parenting niches, where collaboration is a natural part of audience-building.

"Most influencers view it as a way to break through algorithmic biases and build niche communities," he says. "But brands can be misled into partnerships that promise reach and engagement but deliver little real impact."

"Brands, agencies, and influencers all know that fake engagement doesn’t translate to real consumer action—it undermines campaign effectiveness. The emphasis on authentic influencer relatability, content, and a genuine follower base still holds. Even if cartels operate in tandem, the industry has evolved to not only recognize but also address those red flags," according to SHudeep Majumdar.

AI Is Now Both the Problem and the Solution

To combat influencer fraud, agencies are turning to AI-driven fraud detection tools.

"We look for suspicious patterns—sudden engagement spikes, repetitive comments, bot-like activity," Vanga explains. "Our platform integrates real-time automation for audience refinement, influencer selection, negotiation, and content analysis, so brands can make KPI-based decisions."

Yet, the question remains: how much do brands truly care about authenticity?

"Some care deeply; others just want numbers that look good," says Sridharan. "Unrealistic brand demands often push creators to fake it. Does that justify it? No. But it explains why it happens."

As influencer fraud evolves, AI plays a dual role—both in facilitating engagement manipulation and in detecting it. Automation bots, coordination software, and content optimization AI make it easier than ever for influencers to game the system. But AI-powered detection tools, such as Social Blade’s pattern recognition, HypeAuditor’s anomaly detection, and Brandwatch’s network analysis, are constantly working to expose fraudulent activity.

The Next Disruption: AI-Generated Influencers

Beyond fraud detection, AI is reshaping influencer marketing in another way: the rise of AI-generated influencer avatars.

Rashi Agarwal, founder of Megalodon explains that brands are becoming increasingly aware of AI’s potential. "Until 2024, brands were largely unaware of AI’s capabilities, but in the last three months, they have become more informed," she says. "Many briefs now specifically request AI-generated content. AI helps analyze backend engagement metrics, determining what works best. Instagram has highlighted that the first three seconds of a video are critical for engagement, and AI can optimize content to maximize impact."

But while brands are intrigued by AI’s potential to cut costs and streamline content creation, there’s an inherent risk.
"Consumers might view AI-generated influencer content as engagement fraud, leading to a devaluation of influencer marketing itself," Agarwal warns.

And with at least one top Indian influencer already working on an AI avatar project, this shift is not just hypothetical—it’s happening now.

As AI infiltrates every layer of influencer marketing; from engagement manipulation to full-fledged AI influencers —the industry is at an inflection point. Will brands continue to chase numbers, or will they finally prioritize authenticity over appearance?

One thing is certain: the game is changing, and only the smartest players will stay ahead.

The rise of Influencer Cartels: Gaming the system or just playing smart?

Recently, Hyderabad's West Zone Police filed criminal charges against 11 social media influencers, including three women, for allegedly promoting betting apps. This highlights the growing problem of online gambling promotion and violations of gambling laws, particularly the Public Gambling Act of 1867. These cases are not isolated but reflect broader regulatory challenges nationwide.

The Government of Telangana is deploying its Cyber Crime Division and Financial Cyber Crimes Wing to trace illicit financial flows linked to betting apps. Authorities are invoking charges of cheating to prosecute influencers and app operators. Moreover, forensic audits and blockchain analytics are being used to trace transactions through shell companies. Banks, under the Prevention of Money Laundering Act (PMLA), must report suspicious activity, while the state actively monitors social media for illegal betting promotions. In response, authorities have taken proactive enforcement measures, including removing advertisements and launching a citizen complaint system via Twitter and control rooms.

Manmeet Kaur, Partner at Karanjawala & Co., stated, “The Telangana Gaming (Amendment) Act, 2017, has implemented strict prohibitions on online gaming, particularly those with serious financial consequences, with penalties including fines and imprisonment. Additionally, the Telangana government has partnered with tech firms like Google to enhance digital literacy and protect citizens from online risks.”

Regulatory Challenges in Social Media Policing

Regulating betting promotions on social media presents a significant challenge. Sonam Chandwani, Managing Partner at KS Legal & Associates, explains, “Regulatory bodies struggle to enforce disclosure norms due to the nature of social media. Algorithms prioritize engagement, making oversight reactive rather than proactive. Influencers exploit loopholes by using vague hashtags or hiding disclaimers, and platforms lack uniform scrutiny, often responding only to media pressure.”

Platforms claim intermediary status under Section 79 of the IT Act, arguing they are not liable for hosted content. However, their algorithmic amplification of such promotions blurs the line between passive hosting and active facilitation. The ASCI Code for Self-Regulation requires transparency in paid promotions, and failure to disclose such content breaches these guidelines. Additionally, Section 69A of the IT Act empowers the government to block misleading betting promotions under public order concerns. 

Section 69A of the IT Act allows the government to block access to betting websites and apps, while the Prevention of Money Laundering Act (PMLA) enables financial crackdowns on payments linked to illegal betting. The Foreign Exchange Management Act (FEMA) restricts remittances for gambling, helping regulators block transactions to offshore entities. Additionally, platforms hosting such ads risk losing safe harbor protections under Section 79 of the IT Act if they fail to remove illegal content after government notice, according to Gangesh Varma, Principal Associate at Saraf and Partners.

The challenge is further complicated by offshore betting apps targeting Indian users from lax jurisdictions. If financial transactions related to betting pass through Indian banking channels, the Prevention of Money Laundering Act (PMLA) can be invoked. While the PMLA enables financial crackdowns on payments linked to illegal betting, the Foreign Exchange Management Act (FEMA) restricts remittances for gambling, helping regulators block transactions to offshore entities.

The government has previously forced Apple and Google to delist betting apps and could extend similar measures to social media platforms hosting such promotions. However, enforcement against major tech companies is often hindered by legal loopholes, and penalties are rarely strong enough to serve as effective deterrents.

Ignorance of Law Is No Excuse

Influencers promoting betting apps face serious legal and financial repercussions. Beyond general gambling prohibitions, Section 79(3)(b) of the IT Act removes safe harbor protections if a platform knowingly allows unlawful content. Under the Consumer Protection Act (CCPA), influencers can be fined up to ₹50 lakh for misleading endorsements, and they may also face criminal charges for cheating and fraud under state gambling laws.

Kinjal Champaneria from Solomon & Co. stresses, “Ignorance of the law is no excuse. Before signing contracts to promote online betting platforms, influencers must verify licensing, legal compliance, and user protection measures. Failure to do so can result in fines, lawsuits, and reputational damage.”

To mitigate risk, influencers can include indemnification clauses in contracts, shielding them from financial liability in legal disputes. However, platforms hosting such content remain at risk if they fail to monitor, knowingly distribute illegal ads, or violate advertising regulations.

Read More:<a href="https://www.storyboard18.com/gaming-news/govt-cracks-down-on-online-gambling-bans-over-1000-websites-in-2024-ashwini-vaishnaw-59614.htm" rel="noopener" target="_blank">Govt cracks down on online gambling, bans over 1,000 websites in 2024: Ashwini Vaishnaw</a>

From endorsements to enforcement: Telangana's dual strike against betting apps and influencers

Ranveer Allahbadia, the podcaster and national award-winning creator got a reality check straight from India’s Supreme Court. The country’s top judges didn’t mince words, calling his recent statement on controversy-laden YouTube India's Got Latent downright “filthy” and suggesting there’s “something very dirty in his mind.”

The fallout? Brands and guests bolted. Fans unfollowed. Top influencers and creators lawyered-up. And just like that, India’s digital influencer scene finds itself at a crossroads: When does edgy content cross the line, and who gets to decide?

Enter: The Controversy-Free Virtual Influencer

While human influencers are busy navigating scandals, AI-generated personalities are quietly taking over. Virtual influencers — CGI-powered digital darlings — don’t get caught in legal trouble, don’t demand pay raises, and definitely don’t tweet something regrettable at 3 a.m.

Globally, Lil Miquela set the gold standard, scoring partnerships with brands like Prada and Calvin Klein. Closer to home, India’s very own Kyra is already flexing in ads for Titan Eye+ and Amazon. Asia’s first virtual human, Imma, has inked deals with Vivo and Dior. And now, brands are eyeing more of these digital beings to also perhaps avoid PR nightmares like Allahbadia’s.

Abhishek Razadan of Avtr Meta Labs, the brains behind “Naina avtr” and “Virat avtr,” says virtual influencers are tailor-made for brand messaging — literally. Unlike their human counterparts, they’ll never go off-script. Naina avtr already boasts 425K Instagram followers, while Virat avtr trails behind with 92.2K.

And this trend isn’t slowing down. Content creators like Varun Mayya are already using AI avatars to boost productivity — writing scripts while their digital doubles handle the performance.

The Business of Bots

Rasshi Agarwal, founder of Megalodon, predicts that within a year, most top-tier creators will have AI avatars doing the talking for them. Brands are hyped, seeing AI influencers as a cost-effective, controversy-free alternative to unpredictable humans.

And the economics? Converting a real person into an avatar is a modest Rs3,000–Rs4,000. Building a high-end virtual influencer from scratch? A cool Rs10–Rs12 lakh. But the return on investment is solid: while a traditional influencer might charge Rs5–10 lakh per campaign, a virtual influencer can deliver slick, studio-quality ads for just Rs50,000.

“The trust in avatars will skyrocket in the next six to twelve months,” says Rasshi. “No retakes, no travel costs — just one click, and you have a campaign ready to roll.”

The AI Influencer Dilemma

Sounds perfect, right? Well, not so fast.

Sahil Chopra, CEO of iCubesWire, argues that AI influencers lack the one thing that makes humans irreplaceable: authenticity. “People crave real, human connections,” he says. “A CGI-generated personality can never fully replicate that.”

And then there’s creativity — or the lack of it. “Virtual influencers churn out high-quality content at high speed,” says Sreeram Reddy Vanga of Kofluence. “But can they capture the raw, unpredictable magic of a human creator? Not yet.”

For now, AI influencers have limitations — they struggle with dynamic group interactions and tend to excel in glossy, aspirational campaigns rather than raw, personal storytelling. But experts agree: give it two years, and brands may no longer be able to ignore them.

The bigger question? Will audiences truly connect with a personality that doesn’t breathe, feel, or mess up once in a while? Because at the end of the day, perfection might just be the biggest turn-off of all.

Ranveer Allahbadia row: Are AI or virtual influencers the answer to avoiding scandals and controversies?

Updating its latest rulebook, the Securities Exchange Board of India (SEBI) has restricted financial influencers, or finfluencers, from using the latest share price data when providing educational content. The regulator has also prohibited non-registered finfluencers from making claims about returns, with penalties for violations including fines or suspension of registration. Additionally, it pointed out that stock market educators can only use stock prices with a three-month lag, effectively preventing them from offering real-time trading tips disguised as education

As SEBI tightens regulations on finfluencers to ensure accountability and expertise, industry experts tell Storyboard18 that finfluencers can expect a significant drop in brand deals and thus income, also followed by a decline in value and followers.

Financial influencers have always walked a tight-rope. Financial brands in general are very vary of investing in influencers (even for indirect campaigns or branding campaigns), because of the regulations on both parties from SEBI. 

However, there are brands from other industries that have looked at tapping into financial influencers for their reach in the audience that has higher disposable incomes and are looking at financial savings/increasing savings/etc. This kind of content does not fall under SEBI guidelines and hence is a good revenue generator for financial influencers. However, they need to keep creating content in the realm of finance to be relevant. A lot of them use live stock market prices, suggest BUY/SELL recommendations - basically use a bit of sensationalism in their content by creating content in the moment, which drives good engagement for them. 

SEBI’s recent move essentially eliminates this kind of content, which helps them pull in an engaged audience, in turn hampering their brand deals, in turn taking away a huge chunk of their revenue model. And so, this isn’t just a slap on the wrist; it’s a business model collapse for those who thrived on hype rather than expertise, explains Rajni Daswani, Director - Digital Marketing, SoCheers.

The same, according to her, has caused an estimated drop of 45-60% in their overall marketing value and brand deal rates. Also the quantum of deals have drastically dropped since no one wants to be associated with anything that could be a potential red flag.

Siddharth Chandrashekhar, Advocate at Bombay High Court, remarks that SEBI’s move is not just justified—it’s long overdue. The unregulated rise of finfluencers turned investment advice into entertainment, with market predictions often based on hype rather than expertise. Many unsuspecting retail investors fell victim to exaggerated claims, half-baked strategies, and outright pump-and-dump schemes.
 
By banning unregistered advice and performance claims, SEBI is restoring order to the financial ecosystem. This ensures that only qualified professionals—who are accountable to regulations—can influence investment decisions. It also prevents market manipulation disguised as "opinions" and stops gullible investors from being lured into risky bets, he adds.

As of December 2024, India had approximately 232,000 finfluencers. The rates for a macro finfluencer range between Rs 1.5 lakh for an Instagram post to Rs 2.5 lakh for a YouTube video. With the new regulations, experts adds, micro and nano finfluencers be impacted the most.

"Brands now hesitate to invest in influencers without regulatory approval, shifting budgets to SEBI-registered advisors or traditional financial institutions. SEBI's crackdown has already led to a 40-60% decline in brand deal rates," points out Yasin Hamidani, director, Media Care Brand Solutions.

Finfluencer with over a million followers — Sakchi Jain, CA — adds that the drop in brand deals from brokerage firms and investment platforms is expected, as these partnerships often rely on promotional investment recommendations.

"SEBI’s regulations will undoubtedly change how financial influencers operate, but it is far from a dead end. While influencers who built their audience purely on stock tips or speculative market calls will face challenges, those focused on financial education, literacy, and awareness will continue to thrive," she highlights.

Welcoming SEBI's action to curb the rise of finfluencers who mislead investors, Manisha Kapoor, CEO and Secretary General of the Advertising Standards Council of India (ASCI), added that by prohibiting financial influencers from using trend data to promote specific scrips, funds, or make predictions, SEBI aims to curb misleading advertisements and undue influence in the market, and the use of investor education as a front for prohibited practices.

In its 2023 guidelines, ASCI cautioned financial organisations about the risks posed by unregistered influencers and their potential to misguide investors and the public.


Ripple Effect Across Sectors


Misleading claims in wellness, exaggerated ROI promises in real estate, and dubious financial endorsements may soon face similar clampdowns, believe experts.

Chandrashekhar adds that sectors with high consumer harm risks health, crypto, real estate, and lifestyle influencers thrive on aggressive, often misleading marketing. As regulatory scrutiny increases, he expects a ripple effect across sectors. 


Additionally, one can expect to see significant improvements in disclosures, reduced deceptive practices, and better measurability in influencer marketing. 


"SEBI's regulations, coupled with growing consumer awareness, will push influencers and brands toward greater transparency. Platforms and regulators will collaborate to enforce stricter norms, ensuring accountability. While short-term disruptions are inevitable, the long-term gains in credibility, trust, and sustainability will outweigh the challenges. The future belongs to those who play by the (SEBI) rules," he notes.


The financial sector is one of the first to undergo stricter regulations due to the direct monetary impact on consumers. However, healthcare and wellness sector, which claims about quick weight loss, miracle supplements, or unverified medical treatments, may face stricter scrutiny.

EdTech and coaching sector too, Jain adds, includes exaggerated claims about guaranteed job placements or unrealistic career success through online courses, which might be regulated well now. 

SEBI’s crackdown is a wake-up call, and experts expect influencer marketing to move toward greater transparency and accountability in 2025. 

"Stricter rules will lead to clearer “paid partnership” and “sponsored” tags, making it easier for audiences to differentiate between organic and promotional content. Influencers will be more cautious about making exaggerated statements, particularly in finance, healthcare, and investment-related content. 

Also, with increasing scrutiny, brands will collaborate with more credible, knowledgeable creators, shifting away from short-term hype-driven promotions," Jain sums up.

So while SEBI’s regulations are not the end of financial content creation—they are a course correction. Influencers who focus on genuine financial education will continue to add value. While some sectors may face similar scrutiny, it will ultimately lead to a more transparent and responsible influencer marketing landscape.

Finfluencers face 60% decline in brand deal rates, drop in followers as SEBI tightens rules

The Securities and Exchange Board of India (SEBI) clarifying that people who educate others on the stock market must use stock prices with a three-month lag has once again highlighted the importance of registered financial advisors.

Last year, the regulator barred market infrastructure institutions (MIIs), including recognised stock exchanges, clearing corporations and depositories, from having any direct or indirect association with persons who provide stock advice or recommendations unless he or she is registered with SEBI or approved by the board.

Over the past year, the markets regulator has consistently intervened to curb the spread of stock advice that may be deceitful or misleading content on finance by financial influencers, or finfluencers as the mostly online grouping has come to be known as. Many of these self-claimed influencers have been providing stock tips and investment advice without due diligence, putting investors' money at risk.

As per a Moneycontrol report, the SEBI circular dated January 29 signals the end for various finfluencers who run unregistered investment advisories under the garb of stock market education.

Why financial advisors?

According to experts, genuine financial advisors offer more value and reliability than finfluencers for several reasons. First, those falling in the former category have the requisite qualifications (for instance, CFP or certified financial planner, CFA or certified financial analyst) and are regulated by industry bodies. They are required to maintain professional standards and ongoing education.

On the other hand, finfluencers may not have formal training. Many base their advice on personal experiences without regulatory oversight. Further, finfluencers provide general advice that may not suit your specific situation. Also, they often focus on high-reward trends, like crypto or stock picking, without offering balanced advice. Experts warn that finfluencers operate with minimal regulation, which can lead to misinformation or scams.

Picking the right financial advisor

Picking a financial advisor is not an easy task. An advisor’s true worth is realised only after a few years, depending on how your investments have weathered the market volatility and whether your financial goals are achieved. So its important to do some homework to land a good financial advisor.

Such persons can be mutual fund distributors (MFDs), registered investment advisors (RIAs) or CFPs. Remember, you would find MFDs and RIAs who are CFPs as well. You might also find an investment firm that gives you the services of both MFDs and RIAs.

It’s not that hard to find an advisor in your neighbourhood. The catch is how to screen them, and how to sort out the good advisors from the average ones.

For someone in their 20s just starting out with a small sum to invest every month, an online investment platform where you can set up your account and start investing in minutes works. But as you grow older, and your family and financial responsibilities grow, you might need someone offline.

Evaluate if you wish to meet your advisor in person regularly or if a virtual meet is fine. If you aren’t so hung up on your advisor being physically close to you, your options open up. But much of the communication happens over email and the internet this way. So if you’re not well-versed with mobile and internet communication, stick to someone local.

Red flags

Many times, prospective advisors within the first few minutes start to talk about products. That’s not necessarily a bad thing. But if they talk about insurance products or a new fund offer (NFO), a newly-launched mutual fund (MF) scheme, or even a scheme that’s recently launched, that’s a red flag.

Another red flag is how much the advisor is focused on product features when he or she is speaking with you in the initial meetings. For instance, if an advisor tries to sell you a life insurance policy, stressing only on the tax-deduction benefits, instead of whether you actually need the policy or not, that's a warning sign.

Keep in mind

Bundled insurance policies that combine insurance and investment do not give more than around 5 percent return and pale in comparison to pure investments like MFs.

Another class of instruments you should be wary of your advisor talking about are complex products. Many advisors sell portfolio management schemes (PMS) these days. These are concentrated portfolios that are devised based on high-risk strategies. Many PMS have a good track record, but their strategy might just be too risky for you; moreover, the minimum investment required is Rs 50 lakh.

If you haven’t yet invested in market-linked investments or have very little invested in MFs, a PMS is a big jump best avoided.

Advisor’s qualifications

While an MFD is registered with the Association of Mutual Funds in India, an RIA is registered with SEBI. While an MFD largely sells you MFs and works on a commission model, she is supposed to do basic risk-profiling to ensure that you buy the fund that fits you the best. An RIA is an investment advisor with basic qualifications required to get a licence. She charges you a fee, but invests your money in direct plans of MFs that do not have agent commission embedded in them.

While MFDs and RIAs are focused more on investments, a CFP's approach is more holistic. A CFP focuses on your life goals, takes into account your financial needs across all your goals like retirement planning, regular holidays, loan repayments, insurance, estate planning and so on. Investment planning is just one part of your overall financial plan. The whole package is a CFP’s focus area. Some CFPs who work as investment advisors are either RIAs or MFDs; most others are part of larger teams at banks and other investment advisory firms.

The world of finance is vast, and specialisations vary. So avoid chartered accountants for investment and wealth management. Their expertise lies in taxation.

SEBI clamps down on finfluencers: Here’s how to pick the right financial advisor for you

In an era where influencers wield significant sway in marketing, a growing number are choosing to take control of their own careers, bypassing talent management agencies. The shift is not driven by a desire to avoid fees or foster direct relationships with brands. Instead, influencers are increasingly disillusioned by transparency issues and troubling practices within the management industry.

"Management no longer represents me. I'm representing myself again," said one influencer who recently severed ties with their agency. This sentiment is becoming more common as influencers express frustration with management firms that, they say, prioritize high-commission deals over the creators' best interests.

Critics point to exploitative contracts, delayed payments, and unreasonably high commission rates — sometimes as high as 40% — as key drivers of this backlash. Talent management agencies are facing scrutiny for such practices, with some influencers accusing agencies of withholding payments for months. One high-profile case even saw an influencer publicly accusing a talent firm of financial exploitation, igniting broader discussions about the lack of safeguards and legal protections in the industry.

“Influencers often lack legal support during contract negotiations, which leaves them vulnerable to these types of exploitative agreements,” said Yasin Hamidani, director at Media Care Brand Solutions.

The problem extends beyond unpaid dues. In a rapidly expanding market, several mid-tier influencers have anonymously spoken out about opaque business practices, citing mounting financial stress as a result. Many claim their agencies prioritize their own commissions over long-term success, pushing influencers into deals that might not align with their personal brand.

Rohit Agarwal, founder of AlphaZegus, noted that the issue stems not just from inflated commissions, but also from a lack of additional support — such as editing, scripting, or production — despite agencies securing inbound leads for creators. "The pressure to bring in higher-paying collaborations often comes at the cost of the influencer’s growth and creative freedom," Agarwal explained.

The rapid growth of influencer marketing post-pandemic has only exacerbated the issue. According to Agarwal, many newcomers with little to no experience in marketing have entered the influencer management space, eager to make quick profits without delivering value. This has led to confusion in the market, with influencers bearing the brunt of competitive price wars.

Currently, commission rates in India range between 10% and 30%, depending on factors like the influencer’s platform, stature, and the scope of services provided. For junior influencers, these rates may seem justified by the access they gain to brands and campaigns. However, more established influencers with direct brand access often find these commission rates to be excessively high, and may leave agencies or negotiate alternative terms, according to Ambika Sharma, founder of Pulp Strategy.

While agencies argue that their cuts are essential for covering operational costs, many influencers feel that they are left with little to show for their work. Sharma acknowledges the complexities of the relationship, emphasizing that talent managers connect influencers with brands, negotiate deals, and manage campaigns. But, she warns, breaches of contract — such as influencers bypassing managers to work directly with brands — can sour relationships and damage credibility.

Content creator Gurpreet Singh Tikku (@mistertikku), who boasts over a million followers, believes in maintaining clear written agreements to avoid disputes. "Nano-influencers and micro-influencers are often taken for granted. They need to stand up for their rights and have transparent, clear-cut terms," Tikku said.

For influencers who rely on managers to help grow their brands, Tikku argues, those managers should earn their share — but the process must be transparent and fair. "Managers should never compromise on the influencer’s standards to meet their own targets. Short-term gains for the agency could ultimately harm both the influencer and the agency in the long run," he cautioned.

Preety Singh, co-founder of Boomlet Group, emphasized the importance of aligning brand collaborations with an influencer's niche and content type. She stressed that when both influencers and managers are on the same page, the partnerships stand to be far more successful and mutually beneficial.

As the influencer economy matures, the future of talent management remains in flux. While some influencers will continue to rely on agencies, others are choosing independence, determined to reclaim control over their careers and ensure they are no longer subjected to the industry's opaque and often exploitative practices.

In the race for influence, are talent agencies losing their grip on influencers?

In the year 2025, several technological advancements are poised to accelerate and influence our daily lives. Scale has been achieved such that commercial joy will meet technical advancement virtuously. 

1. Artificial Intelligence (AI) Integration: even as large language models in AI become deeply embedded across various sectors, enhancing efficiency and decision-making, ‘Agentic AI’ systems will bring a never before tech-human interaction. For the first time, initiative will move from man to machine. Designed to act with autonomy, they will pursue specific goals based on contextual understanding. Thereby, the “agency” to perform tasks, make decisions, and adapt to changing circumstances will cease to be the preserve of humankind. It brings up ethical concerns about control, accountability, and alignment with human values. We are unlikely to see a ‘killer app’ for ‘all things AI’ but instead likely to have ‘AI in all things’ instead. 

2. Quantum Computing: This will revolutionize data processing capabilities, enabling complex problem-solving beyond the reach of traditional computers. The chip world is in ferment and established players are getting wiped out by new winners as Nvidia. It is a race between the United States and China in establishing domain supremacy. 

3. Sustainable Technology: Advancements in renewable energy solutions and sustainable manufacturing practices will be commercialised globally. Whatever the politics of it, the consumer sensibility around this is now sharper than ever before and private sector commitments will remain in place. 

4. Extended Reality (XR): The convergence of augmented reality (AR), virtual reality (VR), and mixed reality (MR) will create immersive experiences in entertainment, education, and professional training. 

5. 6G Networks: This will facilitate advancements in IoT and real-time communication. Network sophistication is hygiene. 

6. Robotics and Automation: Powered by AI,more autonomous and adaptable machines will prevail in manufacturing, healthcare, and logistics. This is seen at both ends of the spectrum from nano and micro devices to gigantic industrial scale automation. 

7. Blockchain and Decentralized Finance (DeFi): Blockchain technology will continue as a disruptive challenger to traditional financial systems, promoting transparency and reducing reliance on intermediaries. Anybody who wrote its obituary prematurely should now plan a baby shower all over again. 

8. Neurological Enhancement Technologies: As Western population ages, the developed world is deeply invested in longevity and ensuring an independent existence for older persons. Innovations aimed at enhancing human cognitive functions through technology are emerging. 

9. Influential Influencers: The rise of influencers has revolutionized the way people consume content, interact with brands, and form opinions. Fueled by the globally widespread adoption of social media platforms like Instagram, TikTok, and YouTube, influencers have become powerful voices in shaping trends and driving consumer behavior. These individuals, often relatable and authentic, build loyal audiences by sharing curated aspects of their lives, expertise, or entertainment. Brands increasingly partner with influencers to reach niche markets, leveraging their trust-based relationships with followers to promote products and services. This shift from traditional celebrity endorsements to influencer-driven marketing underscores the growing importance of digital presence in the modern economy, highlighting the impact of everyday creators on global culture and commerce. 

These trends indicate a transformative period ahead, with technology being an enhancer, disruptor and destroyer. As a marketer - in my assessment - the most significant acceleration is the rise and rise of the “creator-influencer” population. 

Elon Musk and Donald Trump are the two most successful and well known people on the planet today and both are significant media influencers revealing how the power shift has occurred. Musk’s posts are often cryptic, humorous, or provocative, mixing personal thoughts, memes, and major announcements. His tweets can move markets and he uses social media to directly engage with followers and customers, bypassing traditional PR strategies. 

Donald Trump’s biggest venture on the road to winning the Presidency was ‘Truth Social’ for enabling his direct communication. He drives entire news cycles and sets public discourse. His ability to mobilize supporters through social media is a hallmark of his political strategy. The internet as a creative studio is inefficiently democratic, chaotic, and unequal. 

However, Social media is brutally efficient as an ecosystem and a distribution channel. Millions compete for attention, a happy few go big, and a microscopic minority get fantastically rich. Then too, success is short lived. 

Social media in an era of AI

The era of social media is accelerating into an era of AI enabled content. Everyone is a walking studio. Everyone has a shot at being a star. Over the past five years American companies have roughly tripled the amount of marketing spend they lavish annually on influencers, to $7bn, according to eMarketer, a research firm. 

Goldman Sachs estimates that as of last year there were more than 50 million influencers globally, from fashionistas on Instagram and comedians on Tiklok to gamers on YouTube. This tribe is growing by around 20% annually. Fully 57% of Gen Zs in America would like to be a social-media influencer, according to Morning Consult, a pollster; 53% describe it as a "reputable career choice". 

Brands have shifted their attention towards influencers creating content for narrower audiences, to better target those consumers - fashion tips for the older people, career advise for mid careerists, health and wellness for gen Z, etc. 

The influencer industry as it exists today is a complex and far-reaching ‘informational-commercial-personal’ communication apparatus whose incentive system is sub optimal. As the influencer industry has developed, there has been an overarching trend of power shifting away from individuals and individual ownership and toward social media companies, as well as toward companies offering various technologies of self-commercialization. 



<blockquote>Every influencer is a creator but every creator is not an influencer.</blockquote>



Perhaps the most significant factor in social media companies’ ability to accumulate power was industry stakeholders’ desire to maximize efficiency and minimize risk: individual participants, particularly influencers, wanted to gain income and visibility; brands wanted consistency and predictability in content; and marketers sought to make these processes efficient and profitable. This macroshift in power toward media and technology companies is a one way traffic. 

The drive toward data-driven identification of smaller and smaller subsets of influencers, led to a growing chasm between “classes” of influencers—between those who could be paid handsomely for their work of promotion and persuasion and those who were expected to work for free or for small gratification. 

Power has tilted so decidedly toward the influencer industry’s technological gatekeepers that it is their agendas that are most clearly observable in the industry’s continued evolution. A platform’s algorithmic decision is more important than influencer style, inspiration or content. The connection between signature content and platform is unprecedented. It is raising concerns and calls for regulation and legislation. 

While regulatory attention is being paid to the veracity of content and the imbalance of power between the major platform companies and those who attempt to compete with them, the gross imbalance of power and lack of transparency between platform companies and their users is not being investigated enough. 

Social media companies, brands, and influencers have increasingly adopted the term “creator” for the many forms of social media content producers thriving today, from bloggers, vloggers, livestreamers to Instagrammers and TikTok stars. But there is a key difference. 

“Influencer” is an earned label: a certain number of people have done something based on something you posted. Not everyone influences on these terms—but we can all “create”. 

Every influencer is a creator but every creator is not an influencer. This is something to watch in 2025.


Shubhranshu Singh is CMO, Tata Motors CVBU. He writes Simply Speaking, a column on Storyboard18. Views expressed are personal.


THE SUMMARY

Key Technological Trends:

- AI Integration is evolving toward "Agentic AI" systems that can act autonomously, shifting initiative from humans to machines. Rather than having a single dominant AI application, AI will be integrated into everything.

- Quantum Computing advances are creating upheaval in the chip industry, with companies like Nvidia emerging as new leaders amid US-China competition for dominance.

- Sustainable Technology is gaining momentum driven by consumer demand and private sector commitments.

- Extended Reality (XR) will create immersive experiences across entertainment, education, and training.

- 6G Networks and improved network infrastructure will become standard.

- Robotics and Automation, powered by AI, will expand across industries from nano-scale to industrial applications.

- Blockchain and DeFi continue to challenge traditional financial systems.

- Neurological Enhancement Technologies are emerging, particularly focused on aging populations in Western countries.

The Rise of Influencer Economy:

The growing importance of "creator-influencer" culture

- Over 50 million influencers globally, growing 20% annually

- U.S. companies have tripled marketing spend on influencers to $7 billion

- 57% of Gen Z Americans aspire to become social media influencers

- Examples like Elon Musk and Donald Trump demonstrate the power of direct social media influence

Key Industry Dynamics:

- Power Shift: The industry has seen power concentrate with social media companies and technology platforms rather than individual creators.

- Creator vs. Influencer Distinction: While all influencers are creators, not all creators are influencers. "Influencer" status is earned through demonstrated impact.

- Platform Control: Algorithmic decisions by platforms now outweigh individual creator style or content quality.

Challenges and Concerns:

- Growing power imbalance between platforms and users

- Need for increased regulatory attention to platform-user relationships

- Inequality in influencer compensation and opportunities

- Lack of transparency in platform operations

TECH 2025: Trends that will shape our lives as consumers in the year ahead

In Bollywood's latest plot twist, leading actresses are trading their on-screen glamour for entrepreneurial ambitions in India's burgeoning beauty market, though success proves more elusive than box office glory.

A recent analysis by PrivateCircle reveals that among seven actress-founded beauty brands, only Kay Beauty, launched by Katrina Kaif in partnership with retailer Nykaa, has managed to turn a profit in an increasingly competitive market valued at $21 billion.

Kay Beauty emerged as the standout performer, with revenues surging 45.83 percent to reach Rs 88.23 crore(approximately $10.6 million) in fiscal year 2024. The brand's profits jumped 66.17 percent to Rs 11.3 crore ($1.36 million), marking its third consecutive year of profitability since its 2019 launch.

In stark contrast, other celebrity ventures have struggled to find their footing. Deepika Padukone's 82°E, despite aggressive marketing spending of Rs 19.65 crore ($2.36 million) in fiscal year 2024, reported mounting losses. Similarly, brands founded by Kriti Sanon, Sunny Leone, Lara Dutta, and Anusha Dandekar all operated in the red.

According to the financial statements, shared by PrivateCircle, Sunny Leone's StarStruck reported a total revenue of Rs 26,872 in FY 24 and Rs 25,100.48 in FY 23, respectively. The company, registered under the name of Suncity Endeavours Pvt Ltd, is the oldest among the actress-owned skincare brands. Launched in 2018, StarStruck posted a loss of Rs 10,304.30 in FY 2024. 

Anusha Dandekar's BrownSkin, which was launched in November 2020, has witnessed an increase in losses by 74.2 percent to Rs 489,290 in FY 24 from 280,721 in FY 23.  BrownSkin has been registered as No Bs Lifestyle Pvt Ltd.

82°E (DPKA Universal Consumer Ventures Pvt Ltd), launched in November 2022, reported a 113 percent rise in revenue to Rs 236,624 in FY 24 compared to Rs 110,997.71 in the previous fiscal year. However, the losses plummeted by 6.11 percent to Rs 234,443.18 in FY 24 from Rs 220,935.26 in FY 23. Beauty brand Hyphen by Sanon has reported a loss of Rs 7.2 crore in FY 24. Lara Dutta's Arias, which also offers clothing and home products, reported a loss of Rs 13.69 crore in FY 23.

"Face value alone isn't enough to win customer trust in today's market," said an industry analyst who spoke on condition of anonymity because they weren't authorized to speak publicly. This reality is underscored by the success of homegrown direct-to-consumer brands like Minimalist, which reported revenues of Rs 350 crore ($42 million) in fiscal year 2024, more than triple Kay Beauty's earnings.

The challenges faced by these celebrity entrepreneurs reflect a broader shift in India's beauty industry, where consumers increasingly prioritize product quality and value over star power. According to Redseer Strategy Consultants, the sector is projected to grow at 10-11 percent annually over the next five years, attracting both established players and newcomers to an already crowded marketplace.

For Bollywood's leading ladies, the transition from endorsing beauty products to creating and managing their own brands has proven to be a script more complicated than anticipated. Their struggles highlight the stark difference between selling the illusion of beauty on screen and building a sustainable beauty business in one of the world's most promising markets.


In beauty business, Bollywood stars find profits more elusive than fame

In today’s digital landscape, influencers have emerged as pivotal figures in promoting products and services. However, a mounting concern has surfaced over influencers who flout the advertising guidelines established by the Advertising Standards Council of India (ASCI). As Manisha Kapoor, Secretary General and CEO of ASCI, explained to Storyboard18, many influencers fail to disclose material connections with brands, whether through monetary compensation, free products, or other perks.

These regulations, crafted by ASCI, aim to ensure transparency and safeguard consumers against deceptive marketing tactics. Yet, despite these safeguards, numerous influencers continue to promote products without proper disclosures, often neglecting to label paid promotions or sponsored content clearly. This growing disregard for ASCI’s guidelines raises significant ethical questions and underscores the urgent need for more stringent enforcement to preserve the integrity of influencer marketing.

Instances of misleading influencer advertising are not uncommon in India. One notable example is the controversy surrounding Patanjali Ayurved and the actions taken by the Securities and Exchange Board of India (SEBI).


<blockquote>This is not just about compliance; it’s about doing the right thing.</blockquote>


In May 2024, the Supreme Court weighed in on the matter in the case of Indian Medical Association & Anr. vs. Union of India & Ors., holding that influencers and celebrities share equal responsibility for misleading advertisements. The ruling was prompted by Patanjali's advertisements claiming to cure ailments like diabetes. The court further mandated that advertisers submit a self-declaration prior to the airing of such ads. 

Just a month later, in June 2024, SEBI flagged a staggering 8,890 instances of misleading content across social media platforms concerning the securities market. SEBI subsequently instructed platforms like Facebook, Instagram, Telegram, and YouTube to take action against the accounts responsible for these false claims.

Nevertheless, ASCI notes that some brands remain committed to working with responsible influencers, ensuring that their campaigns uphold honesty and accountability.

The Advertising Standards Council of India (ASCI) has emphasized that disclosures must be conspicuous, clear, and readily apparent. However, influencers often place these disclosures at the end of their posts, hide them within hashtags, or neglect them entirely in live or audio content, making it challenging for consumers to identify advertisements. 

"Brands whose products or services are being promoted share the responsibility of ensuring these guidelines are adhered to," said Kapoor. 

She added, "Health and financial influencers, in particular, face heightened accountability, with mandatory display of registrations, licenses, and qualifications to protect consumer well-being and financial security."

Ankit Lodha, founder of LA Empire, remarked that the ASCI report underscores the critical need for industries to advertise responsibly. Misleading advertisements, particularly in sectors like real estate and betting, not only erode consumer trust but also create unnecessary complications.

The question remains: Are influencers even aware of these guidelines?

In short, celebrity or macro influencers tend to be well-versed in these rules, while micro and nano influencers are more likely to overlook or violate them. "I’m familiar with the ASCI guidelines to some extent. It's crucial for us to clearly disclose paid partnerships and communicate transparently with our audience, using hashtags like #Ad or #Sponsored, or the paid partnership feature on platforms such as Instagram or YouTube," said Siddharth Nigam, a celebrity influencer and actor. 

"We must also disclose gifted items or freebies when reviewing products. Even without a monetary exchange, it's important to clarify the nature of the collaboration," Nigam said.

However, Ankit Panicker, Business Head at Pocket Aces, pointed out that while these guidelines are meant to protect consumers, there is often a delicate balance between compliance and creativity. "Some influencers may skirt the rules by employing subtle product placements or offering misleading disclosures—requests that brands sometimes encourage — which can blur the lines between organic content and advertising," Panicker explained.



<blockquote>The delicate balance between compliance and creativity?</blockquote>



Such violations can arise from brand pressures for subtle promotions or a lack of clarity about the rules. For example, some brands prefer ads to appear more organic, which can obscure the line between content and advertisement, leading to unintentional non-compliance. "Balancing authenticity with disclosure is a challenge every creator faces," said CA Sakchi Jain, a content creator in the financial education space. 

"Brands often want content that feels natural and drives engagement. They may ask for toned-down disclosures or prioritize creative freedom. While I value brand collaborations, I believe adhering to ASCI’s standards is non-negotiable. It’s about finding the right balance between creativity and compliance, ensuring that the audience gets value without compromising their trust."

In contrast, a micro-influencer, who wished to remain anonymous, noted that brands often treat macro and micro influencers differently, further complicating the issue of compliance.

As influencer marketing continues to dominate the digital landscape, concerns grow over the disregard for ethical advertising standards in India. Despite ASCI's instituting guidelines to ensure transparency, many influencers fail to properly disclose brand partnerships, thus undermining consumer trust. While some brands and influencers are committed to responsible practices, the balance between creative freedom and regulatory compliance remains a challenge with growing pressure on influencers to blur the lines between authentic content and advertising. Experts agree about an urgent need for more rigorous enforcement and greater awareness of these crucial guidelines.

INFLUENCER MARKETING