Govt To Issue Social Media Influencers' Guidelines For Paid Promotions

Govt To Issue Dos & Don’ts For Social Media Influencers; Paid Promotions Under Scrutiny

SUMMARY

The social media guidelines will be in sync with the ecommerce guidelines on curbing fake reviews on such platforms

With the guidelines, advertisements, influencer marketing, reviews and ratings will come under the government’s consideration

The social media guidelines are likely to bring paid promotions and disclosures under its ambit

The Centre is mulling releasing social media influencers guidelines to bring paid promotions and disclosures under its ambit.

Accordingly, the guidelines will make it necessary for influencers to make disclosures when a content is a paid one across social media platforms such as Instagram, Facebook, Twitter, etc. Notably, influencer marketing is a $10 Bn opportunity in 2022, with customers turning to their favourite influencers for product reviews.

A PTI report quotes government sources and said the endorsement guidelines would likely be out in 15 days. Any influencer, if associating with a brand, has to provide a disclaimer and the association.

The social media guidelines are in sync with the ecommerce guidelines on curbing fake reviews on such platforms. The latter will also be out shortly.

The government is of the opinion that the virtual world of ecommerce heavily relies on endorsements and reviews. Thus, advertisements, influencer marketing, and reviews and ratings will come under the government’s consideration.

A textual norm will ensure traceability to the reviewer and bring transparency to over-the-top social media reviews.

Previously, the consumer affairs secretary Rohit Kumar has also stated that the guidelines will ensure traceability and authenticity of the reviewer. He added that ecommerce players should disclose how they choose the most relevant reviews for display, and the guidelines will intend to draw out fake and paid reviews.

Inc42 has previously reported that the Delhi High Court has been hearing several petitioners against the suspension of their social media accounts. Lately, media influencers are at the mercy of guidelines directed by the platforms.

And since the guidelines to regulate social media accounts will be here soon, the court has deferred judgement, giving the government time to apprise it of subsequent development.

The court has claimed that existing grievances will be dealt with per the new guidelines to avoid any jurisdiction override in the matter.