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The Advertising Standards Council of India’s (ASCI) latest clarification that financial and health influencers are not required to hold professional qualifications for sharing general information is poised to reshape how brands collaborate with creators in these high-stakes sectors. While the move lowers the entry barrier for creators, it also sets the stage for a dual-market structure where influencer selection, compensation, and campaign strategy will hinge on the depth of expertise being conveyed. 

<a href="https://www.storyboard18.com/brand-marketing/trademark-defamation-claims-wont-restrict-influencers-rules-delhi-high-court-63639.htm">Read more: Influencers' fact-based criticism of brands is not defamation: Delhi High Court</a>

ASCI released an update to its Influencer Advertising Guidelines for health and finance influencers on April 28. Under the updated guidelines, influencers offering technical financial advice must still be registered with SEBI or possess relevant credentials, whereas those providing general content can operate without formal qualifications. Earlier, all influencers providing advice and/or promoting and/or commenting on merits or demerits on aspects related to commercial goods and services in the fields of BFSI and Health and nutrition were required to have the necessary qualifications and certifications to provide such information and advice to consumers.

This latest distinction, say experts, will prompt brands to rethink how they segment influencer roles and budgets.

Smita Khanna Kithania, Chief Operating Officer at Newton Consulting India, noted that the recent clarification by ASC could lead to an increase in partnerships with a broader range of influencers for campaigns centered on general information and awareness, as professional qualifications are not mandatory for such content.

However, she also warned that this will necessitate a more discerning selection process from brands and possibly drive a fee hike. “Influencers holding professional qualifications (for technical advice) may command 10-20% higher fees, while general influencers might see more moderate increases of 5-10%.”

Yasin Hamidani, Director at Media Care Brand Solutions, echoed this view, saying, “Brands are likely to pursue more collaborations with health and finance influencers now that regulatory clarity allows general content without formal credentials. Influencer fees (for qualified experts) may rise by 15–30% in these categories, driven by credibility and limited supply.”

From a regulatory standpoint, ASCI Secretary Manisha Kapoor clarified that the guidelines aim to balance authenticity with flexibility. 

“All influencer ads, not just those for health and finance, are subject to the ASCI code as well as the Consumer Protection Act. This guideline only relaxes the need for health or financial influencers to be professionally qualified in ads where no expert advice is provided.”

While the move could democratise access for newer creators, it also stirs concern about misinformation and market credibility. 

Experts say the absence of clear qualification markers can erode trust and authenticity. Relying solely on current regulations might not fully safeguard consumer interests. Kithania advocated for clearer definitions and proactive measures.

Similarly, a brand expert warned that without robust content audits or disclosure norms, compliance alone may not be sufficient to ensure authenticity. Proactive digital literacy and stricter platform-level checks will be essential.

Amit Relan, Co-Founder and CEO of mFilterIt, welcomed the move but cautioned against the “grey zone” it might create. “To truly uphold transparency, additional guardrails or disclosure norms could help ensure that both brands and audiences can make informed decisions in this evolving space.”

From the creator’s side, the development is seen as an opportunity with caveats. 

Anushka Sanghvi, CMO at NOFILTR, described it as a “balancing act.” “Not every financial or health reel is trying to be a masterclass, right? But drawing the line between ‘general info’ and ‘advice’ can get tricky fast.”

She added that while the new rules may open doors for more creator-brand partnerships, particularly for influencers with strong engagement but no formal background, success will hinge on authenticity. “There’ll be a premium for creators who bring a mix of credibility and relatability.”

Ultimately, ASCI’s update is expected to foster broader participation among influencers while maintaining checks where advice veers into expert territory. For brands, this means recalibrating influencer strategies to align with compliance requirements, campaign goals, and the evolving expectations of a digitally savvy audience.

<a href="https://www.storyboard18.com/advertising/asci-modifies-influencer-guidelines-update-for-health-and-finfluencers-63523.htm">Read more: ASCI modifies influencer guidelines; update for health and finfluencers</a>

ASCI’s relaxed rules spark fee surge; 'qualified' health, finance influencers to charge 30% more

In the era of influencer culture, content creation courses have become increasingly popular, enticing many with promise of a creative lifestyle. Storyboard18 spoke to Ankur Warikoo, author and internet personality, to discuss his online school, WebVeda, which offers courses for aspiring creators.

<a href="https://www.storyboard18.com/brand-makers/rise-of-online-courses-for-creators-and-dreams-of-digital-fame-meeting-hard-realities-63413.htm">Read more: Rise of online courses for creators and dreams of digital fame meeting hard realities</a>

What is the value proposition of online content creator courses and what skills do aspiring content creators require to succeed?

The education industry underwent a massive overhaul during the Covid-19 pandemic. While students were forced to take online classes, working professionals opted for various courses, such as fitness, public speaking, investing, and trading. Platforms like Udemy, Coursera, and YouTube opened up opportunities for the enthusiastic learners and teachers alike. Many Learning Management Systems (LMSs) mushroomed, simplifying the process of creating, selling and managing online courses.

The biggest thing that happened during the pandemic was the emergence of high-quality teachers online. I have always maintained that the world has no dearth of students, but it always has a dearth of good quality teachers. Some 'solo' teachers became prominent, not necessarily content creators, but as genuine teachers who wanted to teach. A great example from the personal finance domain is CA Rachna Ranade, who leveraged her teaching expertise to create engaging content and courses. She has always been a teacher and that's what she decided to do--to teach online. The second category of people also emerged, comprising content creators who had built a certain number of followers and earned trust in specific domains such as fitness, beauty, lifestyle, or music. They curated quality content and became online teachers, generating a passive revenue stream. I think that's where we are right now, the Stage I of the educational overhaul that has been unfolding since Covid pandemic. 

There were numerous courses available to upskill, but some domain requires expertise and are mandatory, such as investing in stocks. During the pandemic, social media saw a massive surge in the short form of content following TikTok ban. The long-form of content on YouTube is also being condensed into is also bit-sized capsules. Content creators put out mini capsules of a subject that would take perhaps hours to teach. Online courses offer a pedagogy that facilitates learning and assimilation, making learners aware of their goals and aspirations. At WebVeda, our courses are not new, or nobody ever heard of, or seen it. There's no intellectual property in our courses. However, the intellectual property is the way I teach and the curate that content that I had learned through my life experiences. We are delivering such content in a concise manner.

Could you provide an overview of WebVeda Online School and its offerings?

At WebVeda, our online school offers high-quality and affordable courses to students. With over 445,000 enrollments and 6,000-8000 new students added every month, our average course price is around Rs 1,100. The objective is to provide best quality education to everyone with an internet connection and a phone. We currently offer 12 courses, including time management, money management, communication, how to start your own startup, career planning, how to become a YouTuber, how to start Instagram journey. All courses undergo a six-month upgrade cycle, with free upgrades for students. Our most popular courses are time management, followed by communication and career planning.

What is the current performance and reception of the YouTube course?

Our YouTube course has been purchased by approximately 82,000 individuals. This comprehensive 12-hour course covers everything about the platform, including starting a channel, monetizing YouTube, understanding algorithm, topic selection and creating a content engine. We also teach upload frequency, balancing long-form and short-form content, monetization options and potential earnings. Our dashboard are completely transparent, showcasing the money that we have earned from the platform, growth and journey of the channel. Being transparent helps the aspiring content creator whether to take this career option seriously or not. We provide knowledge and information that they need to succeed to become a YouTuber without being limited by lack of information. 

Could you share some data on the demographics of learners enrolled in the YouTube course?

Our demographics are as follows: Approximately 10% are below 18, 40% are between 18 and 25, 30% are between 25 and 35, and the remaining percentage comprises individuals above 35. This indicates a fairly young audience, predominantly between 18 and 30 years old. Geographically, 40% of our students hails from India's top-10 cities, including, Delhi, Hyderabad and Bengaluru, while 50% are from other parts the country, and 10% are from outside India. In terms of occupation, 20- 25% of enrollees are students, bulk of them (about 50%) are working professionals, 10 to 15% are freelancers, and the rest are currently unemployed. 

We offer a 14-day refund policy. One common reason for refunds is that our courses, such as YouTube, Instagram, LinkedIn, or content writing, require a long-term commitment, with students often expecting quick returns. I emphasize that success takes time, typically at least two years, my own journey has spanned 12 years to get what I'm today.

How do you envision the future of content creation courses evolving?

I am not much convinced about the long-term viability of content creation courses because the AI is going to disrupt the landscape in the next five years. Social media is going to evolve, so the relevancy of current teachings will diminish rapidly, rendering many courses obsolete by next year. So I don't think any of the courses that are being created by creators for content creation are going to have a long shelf life. Logically, high-quality courses should have enduring value, but the rapid transformation driven by AI may outstrip our ability to adapt. I have observed this shift daily in my work, and it's concerning that some content creators may not be prepared for the impact of AI on their field. 

To what extent do you leverage artificial intelligence in your content creation process?

We leverage AI extensively, both in front-end and back-end application, to enhance our content. AI tools assist with editing, subtitling, language translation, scripting, video creation, and more. AI is assisting content creators in producing high-quality content at an unprecedented pace. Tasks that previously required extensive time for scripting, shooting, editing, post-production, and launching can now be completed significantly faster--often X by three hours, X by 5 hours or X by 10 hours. With this, creator are able to produce content on multiple topics and manage multiple channels simultaneously.

AI will disrupt content creation in 5 years: Ankur Warikoo

The Delhi High Court has refused to grant a temporary injunction in favour of San Nutrition Private Limited in its plea against alleged defamation, disparagement and trademark infringement by four social media influencers who made videos featuring San Nutrition's 'Doctor's Choice' products.

The Delhi High Court cited that criticism of consumer brands, when backed by scientific evidence, does not amount to defamation. Justice Amit Bansal noted that San Nutrition nowhere questioned the genuineness of the findings in the laboratory reports relied by the defendants/influencers. The Court noted that San Nutrition only questioned the credibility of the laboratories, stating that they were not FSSAI registered.

The ruling came in response to an interim plea filed by San Nutrition Private Limited, which sued four influencers, Arpit Mangal, Kabir Grover, Manish Keshwani and Avijit Roy, for posting critical reviews of its whey protein products under the "Doctor’s Choice" label.

The Court said that the veracity of the results of the laboratory reports can only be tested at the stage of trial. It noted that they cannot be disregarded at an interim stage merely because they are not FSSAI recognized.

The court affirmed that influencers can display brand names in their critiques without fear of trademark infringement claims. It also said that satire, hyperbole and pointed criticism remain protected forms of free speech; and brands cannot shift blame onto outsourced manufacturers for false claims on product labels.

The court found that Arpit Mangal’s review was based on credible laboratory test results and upheld his defence of truth. Even language deemed harsh, such as Mangal’s description of the product as "ghatiya" (inferior) was protected, with the judge noting that lab reports supported his claims.

San Nutrition’s attempt to discredit the lab tests and disown responsibility for the label information was dismissed as "completely untenable", further reinforcing the need for brands to maintain transparency about their products.

<a href="https://www.storyboard18.com/ott-news/breaking-sc-raises-concern-over-ott-content-govt-pushes-for-regulation-63471.htm">Read more: SC raises concern over OTT content, Govt pushes for regulation</a>

Influencers' fact-based criticism of brands is not defamation: Delhi High Court

The Advertising Standards Council of India (ASCI) has released an update to its Influencer Advertising Guidelines, specific to Addendum 2 for health and finance influencers. 


Earlier, all influencers providing advice and/or promoting and/or commenting on merits or demerits on aspects related to commercial goods and services in the fields of BFSI and health & nutrition were required to have the necessary qualifications and certifications in order to provide such information and advice to consumers.


Now influencers need to be qualified and declare such qualifications only where technical information and advice are provided.


Where the advertisement is of a generic nature or in the form of a public service message, such qualifications are not necessary. For example:


1. An insurance company using an influencer to talk about the need for annual health check-ups.

2. A health food company tying up with a chef or food blogger to promote a meal service.


Manisha Kapoor, chief executive officer and secretary general of ASCI, stated, "Influencer marketing has matured beyond simple endorsements and now often involves strategic partnerships for various aspects of brand communication. The updated guidelines bring in the required nuance for influencers operating in the BFSI and Health & Nutrition space."


Read More: <a href="https://www.storyboard18.com/how-it-works/health-and-wellness-influencers-under-scanner-govt-to-release-special-guidelines-9029.htm">Health and wellness influencers under scanner; Govt to release special guidelines</a>

ASCI modifies influencer guidelines; update for health and finfluencers

When Krish, a 7-year-old aspiring gaming content creator, urged his parents to invest in headphones, gaming consoles, and a PC to help launch his budding career, his father found himself grappling with a modern parenting dilemma. Speaking to Storyboard18, the father, who requested that his son’s name be changed for privacy, expressed a reluctance to crush his child’s ambitions, while gently urging Krish to prioritize education first.

“All I know is that my son sees the end product but is unaware of the effort it takes to reach such heights,” he said.

Krish’s aspirations are emblematic of a broader cultural shift. The allure of social media stardom, a tantalizing blend of fame, fortune, and creative freedom, has captivated generations from Gen X to Gen Z. Yet the path from casual posting to professional success remains arduous, and for many, ultimately elusive.

“Almost everyone in the country is a content creator now," said Hitarth Dadia, chief executive and partner at NOFILTR.GROUP, an influencer incubator. Dadia noted that while many engage in creative endeavors (posting poetry, cooking tutorials, educational videos, or personal essays) only a fraction turn content creation into a viable career. Professional success, he added, demands not only creativity but resilience. “Having a stoic mindset and constantly honing your craft is crucial,” he said. “Everything else, you can learn on the job.”

The widespread desire for social media validation has fueled a burgeoning industry dedicated to cultivating digital careers. New businesses, promising to teach the intricacies of the $30 billion content economy, have emerged to meet the demand.

One such initiative is WebVeda, an online learning platform founded by author and internet personality Ankur Warikoo. Since its launch in 2020, 82,000 students have enrolled in its "How to Do YouTube" course. According to Warikoo, about 10 percent of these students are under the age of 18, while 40 percent are between 18 and 25 years old, and another 30 percent are aged 25 to 35. Students range from university attendees to working professionals and freelancers.

On the other hand, courses offered by edtech players and institutions like UpGrad and NIIT delve into digital marketing tools, software, and strategies essential for influencer success, social asset creation, video editing, algorithms, and impact measurement, aiming to equip learners with practical skills for effective social media marketing. ​Others provide courses in multiple languages, catering to a diverse audience. 

The Covid-19 pandemic, which confined millions to their homes, accelerated both the rise of online learning and the explosion of digital content creation. Some creators leveraged the lockdown to build large, devoted audiences, some even parlaying their success into mentorship programs of their own.

"Many aspiring creators seek courses for structured learning and direct guidance," said Sreeram Reddy Vanga, co-founder of influencer marketing platform Kofluence. Yet, Vanga cautioned that authenticity remains paramount: “To truly stand out, creators need to prioritize building trust and delivering genuine value.”

The business of teaching content creation, however, faces its own hurdles. Vanga observed that courses priced too low risk being perceived as low quality, while premium courses must justify their cost through tangible outcomes. Moreover, experts agree: no course can guarantee virality or success against the unpredictable algorithms of Instagram or YouTube.

“Success lies not in formulae but in uncovering one’s unique voice,” said Dadia.

Industry veterans draw parallels to other aspirational fields. "Thousands enroll in prestigious acting schools," noted Annkur P Agarwal, co-founder of Mango Creators, "but not everyone can become Shah Rukh Khan." Agarwal added, "Being a creator isn't something you can plan; it's a journey."

Sagar Pushp - Co-Founder & CEO, ClanConnect, emphasized the importance of managing expectations. "It's not the glamorous profession it often appears to be," he said, calling for a "reality check" for aspiring teenage creators.

Even as courses proliferate, platforms like WebVeda offer a 14-day refund policy, a tacit acknowledgment of the sobering gap between aspiration and reality. Warikoo tells his students plainly: "You won't make any money for two years." His own journey to success, he said, took twelve years.

Monetization opportunities on platforms like YouTube, ranging from revenue sharing to brand sponsorships, are limited and highly competitive. In India, creators can earn between Rs. 16 and Rs. 116 per 1,000 views, Agarwal of Mango Creators, estimated. Other platforms, such as YouTube Shorts and Instagram Reels, offer less direct avenues for income.

According to an EY study, India’s influencer marketing industry is projected to reach Rs. 3,375 crore by 2026. The Indian government has signaled support of the creator economy, proposing a $1-billion fund to boost the sector. Yet, looming on the horizon is the rapid evolution of artificial intelligence, which could dramatically reshape the landscape.

Warikoo sounded a cautionary note: "I’m pessimistic about the future of content creation courses. AI is disrupting content creation faster than we can adapt." He predicted that much of today’s teachings would be obsolete within a year.

Vanga agreed, suggesting that while online course offerings will continue, the market will consolidate around a few dominant players.

Still, experts stress that some skills will remain evergreen. They are all transferable talents that could sustain creators in an uncertain future. 

Mango Creators' Agarwal emphasized the enduring importance of skills such as storytelling, communication, and public speaking, noting that the ability to craft and deliver compelling narratives can open a broad range of career opportunities, including in content creation.

"In the end," said Dadia of NOFILTR.GROUP, "those who focus on building craftsmanship, whether through sound design, animation, or other creative disciplines, will find paths to success, no matter how the digital tides shift."

Rise of online courses for creators and dreams of digital fame meeting hard realities

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.

INFLUENCER MARKETING