India — With India’s influencer marketing sector expected to be worth over ₹3,000 crore or over 500,000 USD this year, the Indian Influencer Governing Council (IIGC) has stated that it is taking a proactive approach to promote accountability within the creator economy by working directly with creators in adhering to industry standards and legal requirements.
According to the report released on September 1, the IIGC contacted over 30 influencers last month, whose contents were found to violate the IIGC’s Code of Standards or other legal requirements. The same report also stated that many of these creators either updated or removed the content in question.
It can be remembered that India has shown a preference for smartphones as a way of media consumption, with nearly 70% of total digital advertising spending.
Currently, the industry is facing increasing scrutiny from both consumers and regulators regarding transparency and integrity. Thus, the IIGC’s initiative aims to support creators, particularly those who are smaller or regional, in navigating complex and evolving compliance issues.
The Taskforce, in general, focused on early intervention, education, and support to help prevent potential violations.
According to IIGC chairman Sahil Chopra, they understand the trust that consumers place in creators; thus, it is up to the council to ensure that ‘creators understand their responsibilities’.
“Education and open dialogue are the best avenues to ensure a safe, trustworthy environment.” Chopra added.
The IIGC Taskforce is best known for focusing particularly on high-risk sectors, such as financial guidance, to promote responsible behaviour and safeguard consumers. The council aims to create an ecosystem where creators can innovate while maintaining trust and accountability.
