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Brands are increasingly seeing Reddit as a valuable platform for advertising and promotional investment these days. The platform’s unique community-driven nature allows for authentic engagement, so rather than just pushing ads, brands are joining relevant subreddits and engaging with users. Brands like Adobe and Samsung have recently hosted AMAs (Ask Me Anything) to build rapport. Some companies are even creating their own subreddits to build a community around their brand, offering a space for support, updates, and user-generated content.

Experts tell Storyboard18 that as brands invest in native advertising that blends into subreddit feeds, Reddit ad spends are now close to 10% of the digital ad spends. 

Aziz Khan, co-founder and CRO of RVCJ Digital Media shares that Reddit has a younger, community-based audience that allows advertisers to target potential customers within specific niches. The key to successful advertising on Reddit lies in understanding how subreddits function. 

"By utilising subreddits, advertisers can target active users within particular categories, ensuring that ads reach audiences already engaged with relevant content. This community-driven targeting enables precise ad delivery to niche groups."

Reddit has witnessed significant growth in India, and brands are starting to realise its potential. Recently, the company also acquired New York-based Memorable AI, a startup that uses generative artificial intelligence to help marketers create better ads, in its first acquisition since going public in March, last year. Interestingly, Reddit's ad revenue has also been growing quite significantly if compared with other social media platforms. While the platform's total revenue increased 71% year-over-year to $427.7 million in the fourth quarter of 2024, its ad revenue increased 60% year-over-year to reach $394.5 million.

The most engaging niches for Indian brands on Reddit are Technology, Gaming, and Entertainment. However, if a brand can effectively tap into the right subreddits, niches like skincare and health can also drive revenue. 

Reddit's content is largely driven by user queries, and people in these categories are often confused and seeking clarity, says Khan. If advertisers can provide the right information and subtly position themselves as a solution, they can make a strong impact on Reddit.

Explaining how one can go about advertising on Reddit, Kumar Awanish, chief growth officer, Cheil India shares one can set up the campaign on their own through ads.reddit.com through a wide targeting topics/interest or an array of ad types like promoted posts, display ads, sponsored ads, and the coveted video ads. 

Although apart from knowing well about the community, the marketer ought to avoid being intrusive and try to blend in with the topics and conversations around it and use the precise targeting feature of Reddit based on location, interest, or subreddits their audience visits.

To measure results on Reddit, engagement is key, say experts. However, other metrics like impressions can also help assess the success of a campaign. That said, optimising content based on the niche and audience should be the priority.
When it comes to programmatic, Cost Per Acquisition (CPA) is the main metric that marketers focus on.

While organic recommendations within these communities can be particularly effective, inorganic content and ads typically do not resonate well, adds Ramya Ramachandran, founder and CEO, Whoppl.

D2C and smaller brands tend to use Reddit because they have no control on the platform as users are largely anonymous, unlike Facebook and Instagram, where user handles are visible. Although measuring ROI and efficiency can be challenging due to the asymmetrical nature of returns, as users may discover a product on one platform but purchase it elsewhere, she says.

Tackling Brand Safety

With recent controversies surrounding social media, brand safety has become more crucial than ever for Indian advertisers. 

Reddit users are known for valuing their anonymity, which often leads to discussions that push boundaries. Therefore, Khan suggests it's important for advertisers to choose targeting strategies that align with their brand reputation.

Awanish highlights that the platform requires a lot of attention to prevent spam and control ad fraud. 

The kind of audience behaviors Reddit breeds are bound to attract ad frauds, which can gradually be managed through the help of technological advancements, if intended well.

Overall, Reddit ranks #1 for purchasing behaviors like discovering new products, reading honest reviews, receiving recommendations, and engaging in discussions. In fact, Khan adds, 27% of ad viewers are more likely to purchase a product they see advertised on Reddit compared to other social platforms. This highlights how impactful Reddit can be in terms of driving conversions.

Reddit becomes a big draw for brands, cornering 10% of digital ad spends

The Competition Commission of India (CCI) is preparing to issue notices to the country’s top advertisers, requesting details of their financial transactions with media agencies. This move is part of a broader investigation into media buying patterns for major events and prime-time shows, according to sources familiar with the matter.

<a href="https://www.storyboard18.com/agency-news/cci-raids-did-dentsu-blow-the-whistle-on-indias-media-cartel-59921.htm">Read more: CCI raids: Did Dentsu blow the whistle on India’s alleged media cartel?</a>

The probe falls under Section 36 of the Competition Act, 2002, which grants the Commission extensive regulatory powers. These include summoning individuals, enforcing document production, examining witnesses, and requisitioning records from various offices. The objective is to scrutinize potential irregularities in the advertising sector and determine whether anti-competitive practices have influenced media transactions.

Legal expert Gowree Gokhale commented on the matter, stating, “Under Section 36(2), the Commission has the authority to request relevant documents and information from advertisers if it seeks to assess the complete flow of these transactions.”

The Competition Commission of India (CCI) has investigated 35 cartel cases in the last five years, minister of finance and corporate affairs Nirmala Sitharaman told the Lok Sabha on Monday. 

The minister said that a new mechanism, known as “lesser penalty plus” (LPP), was introduced last year that incentivises the disclosures of cartels. “The LPP mechanism was introduced to incentivise an existing lesser penalty applicant in respect of a cartel to give full, true, and vital disclosures about another cartel, hitherto not in the knowledge of the CCI,” she said.

To further strengthen cartel investigations, the Hub-and-Spoke mechanism was incorporated into Section 3(3) of the Competition Act, 2002, through the Amendment Act of 2023.

This provision states that an enterprise, an association of enterprises, or a person not engaged in an identical or similar trade may still be presumed to be part of an anti-competitive agreement if they participate in or intend to further such an agreement.

Storyboard18 was the first to report on the CCI’s use of its leniency program to crack down on alleged cartelization and price-fixing in the media advertising sector. The leniency program is designed to incentivize whistleblowers within collusive groups to come forward in exchange for potential penalty waivers.

Dentsu’s Alleged Whistleblower Role

Sources suggest that Dentsu, one of the world’s leading advertising firms, may have exposed the media cartelization case. The media agency could have filed a leniency petition with the CCI, which provides penalty reductions for firms that disclose insider details on anti-competitive agreements.

Akshayy S. Nanda, Partner at Saraf and Partners, elaborated on the leniency program, stating, "Authorities ensure that the applicant blowing the whistle on the cartel is adequately incentivized through nil or low penalties. By maintaining the confidentiality of applicants and delivering fair and timely orders, these authorities create an environment where cartel members are encouraged to come forward, ultimately enhancing the effectiveness of leniency programs in combating anti-competitive practices."

Expanding probe

This development comes as the CCI expands its inquiry into alleged cartelization and price-fixing in the advertising industry. Investigators are also examining a possible Big Tech connection to media-buying deals, following recent raids at major media agencies. Sources claim that CCI officials have retrieved digital evidence suggesting the involvement of large technology firms in shaping digital media transactions.

While the exact nature of the evidence remains undisclosed, officials suspect that certain Big Tech firms may have influenced ad pricing, digital media spending, and long-term media-buying contracts. If proven, such actions could indicate anti-competitive behavior, including restricting fair market competition, setting predetermined advertising rates, or manipulating bidding processes in favor of select companies.

A source close to the investigation revealed that the CCI is heavily relying on data cloned from two leading media agencies. “The evidence suggests that Big Tech firms may have played a role in influencing digital media spending and long-term agreements. If confirmed, the CCI may formally bring these companies into the case to further investigate potential cartelization in media advertising,” the source added.

CCI officials have remained tight-lipped about specific details from the digital records retrieved during the raids. However, indications of possible interference from major technology firms have heightened scrutiny on the digital advertising sector, where concerns over monopolistic practices have been growing globally.

CCI’s Crackdown on Digital Monopolies

Under its current leadership, the CCI has intensified efforts to curb anti-competitive practices in the digital landscape, particularly those linked to Big Tech companies. Several antitrust cases against tech giants remain pending with the watchdog, signaling an ongoing regulatory push to ensure a fair and transparent digital advertising ecosystem.

As the investigation unfolds, industry stakeholders are closely monitoring the potential ramifications for both traditional media agencies and digital advertising players. If the CCI’s findings confirm widespread collusion, the case could lead to significant reforms in how advertising transactions are conducted in India.

In the coming weeks, more clarity is expected as the CCI delves deeper into the financial and contractual details of media buying operations, with the possibility of expanding its probe into the digital advertising strategies of Big Tech firms.

CCI to issue notices to India’s top advertisers over media transactions

In an unstarred question posed by Member of Parliaments to Corporate Affairs Ministry, Harsh Malhotra, Minister of State for Corporate Affairs and Minister of State for Road Transport and Highways, informed that the Competition Commission of India (CCI) has initiated investigations in 49 cases under Section 26(1) of the Competition Act, 2002, over the last three financial years (2021-22 to 2024-25, up to March 13, 2025).

Of these 49 cases, the Director General (DG) has submitted investigation reports in 31 cases, while 18 cases remain under investigation. The Commission has passed final orders in 11 cases, with 20 cases currently under review.

Focus on Cartelization Across Sectors

The CCI last week raided multiple offices of multiple media agencies including Dentsu, GroupM, Publicis, IPG, Omnicom, Havas and industry bodies AAAI, ISA and IBDF for alleged media cartelization. The raids were carried out in Delhi, Mumbai and Gurugram. 

Malhotra, responding to questions from BJP Kanpur MP Ramesh Awasthi and former UP Chief Minister Jagdambika Pal, highlighted that 21 cases related to cartelization in various sectors, including civil aviation, financial services, health & pharma, iron & steel, power, and railways, were sent for investigation over the past three years.

Out of these, investigation reports have been received for 11 cases, while 10 remain under probe by the DG. So far, only one case has seen a final order, while the remaining 10 cases are under review by the Commission.

Introduction of "Lesser Penalty Plus" Mechanism

The Competition (Amendment) Act, 2023, introduced a "lesser penalty plus" (LPP) mechanism under Section 46 of the Act. This new provision encourages companies that are already seeking leniency for cartel involvement to disclose additional cartels unknown to the CCI.

On February 20, 2024, the CCI (Lesser Penalty) Regulations, 2024, were notified, replacing the 2009 regulations. The LPP framework aims to strengthen cartel detection and incentivize whistleblowing within corporate circles.

Additionally, the amendment incorporated the "Hub & Spoke" mechanism in Section 3(3) of the Competition Act, 2002. This provision extends liability to entities indirectly involved in cartel agreements, even if they are not engaged in identical trade activities, further broadening the scope of cartel investigations.

Strengthening Competition Law Enforcement

The Competition Act, 2002, prohibits anti-competitive agreements (Section 3), abuse of dominant position (Section 4), and regulates mergers and acquisitions (Sections 5 & 6). The CCI, established under this Act, enforces these provisions and imposes penalties on entities engaging in anti-competitive conduct.

Through its enforcement and advocacy efforts, the CCI aims to promote and sustain competition in the markets by conducting market studies, organizing advocacy events, and providing training on competition-related issues, in addition to implementing market corrections to eliminate distortions. Over the last five financial years (as of March 19, 2025), the CCI conducted 1,446 advocacy programs.

As the government tightens its grip on anti-competitive practices, these reforms signal a stronger regulatory framework aimed at fostering transparency and accountability in Indian markets.

Corporate Affairs Ministry: CCI probes 49 Cases, 31 reports filed, 18 under investigations

Amid ongoing investigations by the Competition Commission of India (CCI) into media agencies, Finance Minister Nirmala Sitharaman informed the Lok Sabha on Monday that the CCI had investigated a total of 35 cartel cases across various sectors over the past five financial years, as of March 13, 2025. To further strengthen cartel investigations, the Hub-and-Spoke mechanism was incorporated into Section 3(3) of the Competition Act, 2002, through the Amendment Act of 2023.

This provision states that an enterprise, an association of enterprises, or a person not engaged in an identical or similar trade may still be presumed to be part of an anti-competitive agreement if they participate in or intend to further such an agreement.

Notably, last week, the offices of Dentsu, Omnicom, Havas, Madison, IPG, GroupM, Publicis and industry bodies AAAI, ISA, and IBDF were raided over allegations of media cartelization.

The Finance Minister further stated that the Commission has a dedicated division for trend analysis and research across various economic sectors to gain a comprehensive understanding and detect potential anti-competitive activities. The Competition (Amendment) Act, 2023, introduced the concept of "lesser penalty plus" under Section 46 of the Act. As a result, on February 20, 2024, the CCI (Lesser Penalty) Regulations, 2024, were notified, replacing the 2009 regulations and introducing the "lesser penalty plus" (LPP) mechanism. This mechanism incentivizes an existing lesser penalty applicant in a cartel case to provide full, truthful, and critical disclosures about another undiscovered cartel.

Through its enforcement and advocacy efforts, the CCI aims to promote and sustain competition in the markets by conducting market studies, organizing advocacy events, and providing training on competition-related issues, in addition to implementing market corrections to eliminate distortions. Over the last five financial years (as of March 19, 2025), the CCI conducted 1,446 advocacy programs.

The CCI has also signed bilateral and multilateral Memoranda of Understanding (MoUs) with Egypt, Mauritius, Japan, Brazil, BRICS (Brazil, Russia, China, and South Africa), Canada, the European Commission, Australia, and the United States Department of Justice (DOJ) to facilitate cooperation in competition law and policy. These MoUs include provisions for enforcement cooperation between the CCI and its partners, subject to their respective legal frameworks, constraints, enforcement interests, and available resources.

Additionally, India has signed 14 Free Trade Agreements (FTAs) with its trading partners. Some of these FTAs include a dedicated chapter on competition, requiring each party, in accordance with its laws and regulations, to take appropriate measures against anti-competitive activities to facilitate trade and investment flows and ensure the efficient functioning of the market.

CCI stepped up cartel investigations with 35 probes in five years: FM Sitharaman

Web service provider Yahoo sold the tech-journalism website TechCrunch to Regent, a media investment firm.

The financial deal terms were not disclosed. 

Last week week, Regent acquired Foundry, which houses a slew of online tech publications, such as PCWorld, Macworld, and TechAdvisor.

In a statement, Regent said it is "thrilled to expand its reach as it provides breaking technology news, opinions, and analysis on tech companies worldwide to our audience."


TechCrunch was founded in 2005 by Michael Arrington and Keith Teare. It was part of Verizon Communications' media portfolio before being acquired by Apollo Global Management in 2021 for $5 billion and was later rebranded under the Yahoo name.

Yahoo on the sale of TechCrunch said that its focus is on high-traffic consumer platforms such as Yahoo Finance, Yahoo Sports, and Yahoo News. The search engine website said it will continue collaborating with Regent and TechCrunch for a long-term partnership focused on audience expansion and content innovation.

"We believe this next chapter under Regent can help maintain TechCrunch's influence and support its continued growth," Yahoo said. 

Yahoo sells TechCrunch to Regent Media investment firm

Walt Disney Company's Chief Executive Officer, Bob Iger, has praised the Artificial Intelligence (AI) technology that the company has begun to utilize extensively. He noted that AI will likely play a significant role in the company's future.

During the recently held 2025 Annual Meeting of Shareholders, Iger added that the company is also proceeding cautiously to protect its characters, stories, creatives, and customers from AI.

According to Iger, while AI is normally viewed as the equivalent of the ultimate sin in show business, Disney will respect its artists despite the advent of this new technology.

<a href="https://www.storyboard18.com/brand-marketing/disney-to-cut-around-6-staff-across-units-report-58428.htm">Disney to cut around 6% staff across units: Report</a>

"AI may be the most powerful technology that our company has ever seen, including its ability to enhance and enable consumers to access, experience, and enjoy our entertainment," Iger added, "Given the speed that it is developing, we’re taking precautions to make sure of three things: One, that our IP is being protected. That’s incredibly important. Second, that our creators are being respected, and last, that our customers are being considered and valued, particularly as this technology emerges rapidly".

Further, Iger confirmed that Disney park expansion plans are moving forward worldwide.

During the earnings call, he said, "Last year we talked about our plans to turbocharge growth in this segment through strategic investments. Today I’m proud to share some of what we’ve been up to. Right now, we have more projects underway around the world than at any time in our history".

Some of the key Disney projects include Magic Kingdom, which is undergoing its largest expansion ever, inspired by Cars and villain-themed land.

<a href="https://www.storyboard18.com/advertising/disneys-q1-revenue-jumps-5-to-24-7-billion-box-office-success-drives-growth-55853.htm">Disney's Q1 revenue jumps 5% to $24.7 billion, box office success drives growth</a>

Additionally, a Monsters Inc. themed land coming to Hollywood Studios, and Tropical Americas land is coming to Disney’s Animal Kingdom. Moreover, The Avengers Campus at Disney California Adventure will be doubled in size.

“All of these projects, as well as our $1.5 billion investment in Epic Games to bring a transformational new games and entertainment universe to Fortnite, reinforce how we are giving consumers the opportunity to experience our popular IP in exciting and innovative ways,” he said.

Meanwhile, Disney is in search of Iger's successor. Iger has served as the head of the company for 18 of the last 20 years. He stepped down as CEO of Disney in 2020 after 15 years there, serving as executive chair for another year. However, in late 2022, Disney’s board dismissed Iger’s appointed successor, Bob Chapek, and requested Iger return. Iger’s current contract with Disney will expire in 2026.

Walt Disney reported a 4.8% increase in revenue to $24.69 billion in the first quarter of fiscal year 2025.

The Total paid Disney+ subscriptions stand at 124.6 million, compared with 125.3 million at the end of the company’s fiscal fourth quarter. Total Hulu subscriptions rose 3% during the period to 53.6 million.

Disney’s net income increased nearly 23% to $2.64 billion in Q1 2025. Its entertainment division had a 9% jump in revenue, reaching $10.87 billion.

Disney bets big on AI: CEO Bob Iger hails new tech as 'most powerful' ever seen

Stand-up comedian Kunal Kamra has been embroiled in a controversy over his remarks against Maharashtra Deputy Chief Minister Eknath Shinde.

Subsequently, workers from the Shiv Sena political partyvandalized "The Unicontinental Mumbai" where Kamra mocked Shinde. 

What did Kunal Kamra say about Eknath Shinde?


While performing at the Habitat Comedy Club in Mumbai, Kamra took a subtle jab at Shinde's stance against former Maharashtra Chief Minister Uddhav Thackeray and the ensuing political developments in the state.

Kamra also labelled Shinde "gaddar" (traitor) without naming him directly. The video has gone viral, garnering million of views across all social media platforms.

What is Shiv Sena saying?

Shiv Sena workers demand Kamra's arrest. Naresh Mhaske, the party's Lok Sabha MP from Thane, alleged that Kamra was paid by Thackeray's clan for mocking Shinde.


Mhaske said, "Kunal Kamra is a hired comedian, and he is making comments on our leader for some money. Let alone Maharashtra, Kunal Kamra cannot freely go anywhere in India, Shiv Sainiks will show him his place. We feel sorry for Sanjay Raut and Shina (UBT) that they have no party workers or leaders left to make comments on our leader, which is why they are hiring people like him for the job".

Further, He said, "We follow the ideology of Balasaheb Thackeray, and we will make sure Kunal Kamra is not free to move around- neither in Maharashtra nor in the country. Kunal Kamra will get a befitting reply, and he will come and apologize for his mistake".

Shiv Sena (UBT) reaction:

Meanwhile, Thackeray's son Aaditya Thackeray questioned the law and order situation in the state. He, on the X platform, wrote, "Mindhe’s coward gang breaks the comedy show stage where comedian Kunal Kamra put out a song on eknath mindhe that was 100% true. Only an insecure coward would react to a song by someone. Btw law and order in the state? Another attempt to undermine the CM and Home Minister by eknath mindhe". 

Sanjay Raut wrote, "Kunal ki Kamla, Jai Maharashtra".

Priyanka Chaturvedi also backed Kamra's statement. The Rajya Sabha MP wrote, " Dear Kunal, stand strong. The man and the gang you exposed will go after you...I will defend to death your right to speak your mind".

Kunal Kamra faces Shiv Sena's wrath over comments on Eknath Shinde

Elon Musk's X Corp. (formerly Twitter) has recently challenged the Central government before the High Court of Karnataka over its use of Section 79(3)(b) of the Information Technology Act, 2000 to issue takedown orders as a bypass of the website blocking powers under Section 69A. The platform argues that the government is misusing the provision for content moderation and removal orders. 

In its petition, filed on March 5, 2025, the social media platform has mentioned ‘Sahyog’ as creating a parallel procedure for blocking content on a large scale and spotlighted it as 'illegal censorship portal'. 

It is to be noted that Section 69A is the main law governing online content moderation. It empowers the Centre to block content hosted on any digital platform if deemed necessary under Article 19(2) of the Constitution.

Additionally, Section 79 of the IT Act provides "safe harbour" protection to intermediaries (such as X), shielding them from liability for third-party content; however, Section 79(3)(b) states that intermediaries can be held liable if they fail to remove unlawful content after receiving actual knowledge or government notification.

In 2023), the Ministry of Electronics and Information Technology (MeitY) issued a directive allowing ministries, state governments, and police to issue blocking orders under Section 79(3)(b). The following year, in 2024, to create a safer space for Indian citizens, the Ministry launched 'Sahyog'- a portal that enables authorities to issue and upload blocking orders.


While 'Sahyog' was launched to create a safe harbour, experts tell Storyboard18 how the platform is being turned into a censorship apparatus. 


X’s petition raises some extremely serious and valid concerns about the increasing opacity of the government’s digital regulation. Labelling the 'Sahyog' portal as a censorship tool isn’t far-fetched when you closely examine how it operates and how it’s been brought into the system without a clear legal mandate, remarked experts.


Sonam Chandwani, managing partner, KS Legal & Associates, points out that the fact that the portal seems to have been quietly introduced, with little to no public consultation or legislative backing, makes it problematic from both constitutional and procedural standpoints.

The portal essentially centralises the process of content takedown but without a clear legislative framework or statutory safeguards like those under Section 69A of the IT Act. Section 69A at least provides a limited structure; it requires a reasoned order, examination by a committee, and in some cases, a right to be heard. But 'Sahyog' functions as a digital backend for censorship where even these basic procedural safeguards appear to be absent or bypassed. This goes against the principles of natural justice and violates Articles 14 and 19(1)(a) of the Constitution, especially the latter, which guarantees freedom of speech and expression.

"The core issue here is that 'Sahyog' seems to be facilitating blocking orders without any visibility to the public or even the intermediaries sometimes."

There is no official data publicly available on how many URLs or accounts have been blocked using 'Sahyog', and that very lack of disclosure reflects the opacity of the process. 

"If intermediaries are compelled to act on takedown notices routed via 'Sahyog', without the usual procedural checks, it amounts to coercive enforcement that bypasses due process. Worse, it creates a chilling effect where platforms might over-comply to avoid government scrutiny leading to self-censorship," explains Chandwani.

In essence, according to her, this system creates an executive-controlled, backend censorship infrastructure with minimal legal accountability, which is deeply problematic in a democracy.

"Sahyog's functioning, as alleged, is not giving affected users or intermediaries a chance to contest blocking directions, not publishing orders, and having no oversight mechanism." 

While the portal is stated to streamline content blocking and information requests between government, law enforcement agencies and intermediaries, it is not part of the stipulated process under the IT Act and various rules for such actions, points out Ujval Mohan, manager - public policy, The Quantum Hub (TQH).

As a result, it is a separate and ad-hoc initiative that has recently been spotlighted in the context of judicial proceedings. It remains unclear whether content-blocking orders on this portal will follow the Section 69A process, he adds.



The X Files- Feud Over Grok



The whole issue has stemmed from X’s AI chatbot, Grok 3, which has been under scrutiny for using Hindi slang and posting government-critical responses. While the Centre has reportedly contacted the company, the argument is whether AI-generated content would fall under 'third-party' content for safe harbour protection under Section 79. 


Rohit Kumar, the founding partner of the public policy firm shares that Grok appears to be designed with wit, humor, and a rebellious streak. It also offers an 'unhinged' mode for premium users, which can produce unpredictable and even outrageous responses.

However, Grok's integration - specifically the way it has been done - introduces complexities regarding content moderation. 

When users tag Grok in their public timelines, its responses are also public, potentially disseminating unfiltered and harmful content directly on X. Additionally, Grok may choose to respond to user queries by searching X public posts to provide “up-to-date information and insights.” This could mean that the harms posed by Grok-generated content can be very similar to those posed by user-generated content — misinformation, hateful speech, etc. These harms, according to Kumar, may get amplified if users believe AI responses to be credible - which many unfortunately do - potentially reinforcing or creating systemic biases.

"While it is true that AI responses ultimately depend on training models and datasets, context and use cases matter. The question of whether AI developers should be held accountable for their models is a difficult one. Developers and deployers must conduct due diligence and implement red-teaming efforts to prevent harmful outputs. However, if we become too eager to ascribe liability, we risk severely inhibiting innovation—no developer in their right mind would want to face the inevitable wave of lawsuits," he explains.

The regulatory solution lies in striking a balance—mandating due diligence and process checks while ensuring better platform design to minimize misuse. 


"The biggest issue in the Grok case is not its output but its integration with X, which allows direct publishing onto a social media platform where content can spread unchecked, potentially leading to real-world harm, such as a riot."


This case spotlights important questions about how different government authorities should interact with social media networks, especially when a dedicated MeitY plays that central role.

"...blocking powers in general have to balance the legitimate governance interest in preventing the spread of harmful content with the constitutional guarantees of free expression and accountability," adds Mohan. 

Regulating AI is a complex challenge that regulators worldwide are grappling with. 

While factors like innovation and foreign policy will ultimately shape AI governance, the Grok controversy is likely to influence India’s approach through the lens of online safety. Kumar highlights that AI-generated content must be factored into assessments of online risks, including spreading misinformation and creating hateful content.

Policing chatbots is challenging, and policymakers must carefully balance freedom of speech with concerns about narrative control and online safety. 

"Over-regulation risks enabling censorship, while under-regulation can lead to real-world harms."

Going forward, Indian law should land on a clear, balanced and practical process for content blocking where it is indeed necessary.

Centre's safe harbour framework 'Sahyog' becoming a censorship apparatus? Experts weigh in

A parliamentary committee has recommended that the Ministry of Information and Broadcasting (MIB) establish a Media Council to oversee print, broadcast, and digital media under a unified regulatory framework. The proposal aims to enhance coordination and enforcement of media laws.

<a href="https://www.storyboard18.com/how-it-works/parliament-committee-to-discuss-demands-for-grants-for-mib-on-february-13-55734.htm">Read more: Parliament committee to discuss 'demands for grants' for MIB on February 13</a>

<a href="https://www.storyboard18.com/television/exclusive-parliamentary-committee-meets-ott-players-discuss-ai-and-vulgarity-in-content-56989.htm">Read more: EXCLUSIVE: Parliamentary Committee meets OTT players; discuss AI and 'vulgarity' in content</a>

According to reports, the committee also suggested merging MIB, the Ministry of Electronics and Information Technology (MeitY), and the Department of Telecommunications to address regulatory challenges arising from technological convergence. Meanwhile, the MIB is working on the Broadcasting Services (Regulation) Bill, which would transfer oversight of over-the-top (OTT) content and digital news from IT Rules, 2021, to the ministry. 

Currently, digital news publishers and streaming services are regulated under the IT Rules, 2021, which have faced legal challenges. The MIB has internally discussed expanding the Press Council of India into a broader Media Council through new legislation or amendments, with distinct divisions handling different media formats. While intended as an independent entity, the government seeks to retain emergency blocking powers for national security and public order.

Additionally, the ministry is considering granting the Media Council authority to issue mandatory takedown notices for unlawful content and impose financial penalties for violations. The proposal includes establishing content codes and complaint mechanisms for news platforms.

<a href="https://www.storyboard18.com/how-it-works/ministry-of-ib-budget-got-cut-short-by-rs-675-cr-in-union-budget24-reveals-parliamentary-committee-report-52169.htm">Read more: MIB budget cut by Rs 675 crore in Union Budget '24, reveals Parliamentary committee report</a>

The MIB is also discussing extending regulatory oversight to non-news content on OTT platforms and social media accounts exceeding a follower threshold. Proposals include applying existing program and advertising codes from the Cable Television Networks Act or creating platform-specific content guidelines.

Emergency blocking powers for non-news content may be retained, with final decisions made by an inter-departmental committee. The government is also considering graded financial penalties for content violations across broadcasters, publishers, advertisers, and intermediaries. User-generated content would remain under MeitY’s jurisdiction, raising questions about regulatory overlap.

The broader debate over media regulation continues, as stakeholders watch for policy shifts that could redefine the digital and broadcast landscape.

<a href="https://www.storyboard18.com/how-it-works/mibs-ashwini-vaishnaw-at-storyboard18-dnpa-conclave-govt-working-for-fair-compensation-for-media-houses-57836.htm">Read more: MIB’s Ashwini Vaishnaw at Storyboard18 DNPA Conclave: Govt working for fair compensation for media houses</a>

Parliamentary panel proposes unified media council to regulate digital, print, and broadcast content

In a stunning turn of events, the usually reserved Japanese media giant, Dentsu, has shattered the industry’s silence, stepping out of the shadows to become a whistle-blower. Filing a leniency petition with the Competition Commission of India against alleged cartelization in media, Dentsu’s bold move has sent shockwaves through the advertising world, top industry sources told Storyboard18. 

But was it a choice made of free will, or was it the iron hand of its global headquarters forcing a seismic shift in India’s media landscape? 

Multiple insiders claim that the pressure came from Tokyo, nudging Dentsu’s Indian operations into a confrontation with its peers. The timing is no coincidence. For nearly a year, Dentsu had been noticeably absent from major industry events, distancing itself from the Advertising Agencies Association of India (AAAI) and signalling its quiet withdrawal from the alleged cartel.

Storyboard18 had first reported about the Competition Commission of India (CCI) leveraging its leniency program to crack down on alleged cartelization and price-fixing in the media advertising industry. Designed to encourage whistle-blowers within cartels to come forward, the program played a pivotal role in exposing secret collusions between major media agencies and broadcasters.

<a href="https://www.storyboard18.com/agency-news/cci-raids-leniency-program-blows-the-lid-off-media-cartelization-59805.htm">CCI raids: Leniency Program blows the lid off media cartelization</a>

The cracks in Dentsu’s relationship with the industry started showing when a top agency snatched two major accounts—an automobile giant worth ₹1000 crore and an FMCG behemoth worth ₹1600 crore. The staggering ₹2600 crore worth account loss in 2023 was a blow too deep to ignore. The culprit? Deep discounting and the controversial commission system that had long dictated industry pricing.

A top industry source reveals, "This wasn’t just about ethics. Dentsu was wounded. Losing those accounts made them question the system—and their place in it. They had to fight back."

And so, the gloves came off. 

By early 2024, the Competition Commission of India (CCI) had already launched an investigation into cartelization in media. As the investigation gained momentum, Dentsu found itself in a precarious position—stay silent and risk being implicated, or break ranks and seek immunity. 

With the walls closing in, Dentsu had only one way out—cooperate or collapse. The decision was swift. The Japanese headquarters was alerted, and soon, the directive was clear: file for leniency, expose the cartel, and secure immunity.

For Dentsu’s top brass in India, still reeling from their financial setbacks, the decision was a no-brainer. They filed the leniency petition, effectively turning into CCI informant against their own industry peers.

Dentsu’s gamble could bring redemption—or complete exile. The CCI’s leniency program offers protection to the first cartel member who comes forward, disrupting the tightly held industry secrets. But the betrayal won’t go unnoticed.

A veteran industry leader warns, "Japanese firms are known for their integrity, but also their discretion. Dentsu’s move is unprecedented. This could mean total isolation—clients may never trust them again. The industry could shut them out completely."

And this isn’t Dentsu’s first run-in with scrutiny. From the Income Tax Department raid in 2022 to the Enforcement Directorate’s 2024 probe into alleged fund embezzlement through a ghost ‘Need to Feed’ program, the agency has faced its share of heat.

Sources close to the development also suggested that investigators stumbled upon something even bigger—digital evidence that hinted at potential involvement of Big Tech firms in digital media-buying deals. CCI investigations also disclosed that significant evidence also pointed towards Big Tech firms involvement in influencing ad pricing, digital media spending, and long-term media-buying agreements. If confirmed, this could expose an intricate web of anti-competitive behavior, with tech giants colluding with media agencies to dominate the digital advertising ecosystem.

MEDIA