Govt to curb proxy brand promotions by Social media influencers; will bring guidelines soon

New Delhi: Aiming to deter social media influencers from indulging in promotion of proxy brands and paid promotions without revealing it to their followers, the government may soon impose a fine of Rs 5 lakh. The Consumer Affairs Agency set out guidelines on social media influencers on Dec. 24, according to people familiar with the matter, and the guidelines stipulate that social media influencers should be banned if they indulge in the promotion of certain products or brands. , you must display a disclaimer and disclose it to your followers. You are being paid to do so through your videos and posts on such platforms.

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After the issuance of these guidelines, if such influencers fail to disclose to their followers that they have indulged in proxy-pay promotions through the platform, complaints against them will be filed with the Central Consumer Protection Agency (CCPA), and fines will be imposed. be imposed. That could cost them up to Rs.5 lakh.

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According to sources, social media influencers often indulge in proxy-pay promotions through videos and comments on social media platforms, indirectly influencing their followers to use or consume certain products through views. give. At this time, there are no guidelines to curb this type of proxy advertising by social media influencers. As such, the government has developed regulations to prevent this practice.These guidelines also apply to financial influencers, the sources added.