India’s influencer watchdog drops the rulebook – brands, beware

MUMBAI — The Indian Influencer Governing Council (IIGC) has rolled out a new playbook — and it’s no fluff piece. Dubbed the Code of Standards for Brands, this shiny new framework lays down the law for ethical, transparent, and drama-free brand partnerships in India’s booming influencer economy.

The code takes aim at some of the industry’s worst-kept secrets: undisclosed paid plugs, shady affiliate links, and influencer posts that read like they were written by bots – or worse, lawyers. It urges creators to keep it real, while brands are now expected to play by the book, especially in high-stakes sectors like health and finance where scientific claims must be backed by certified proof.

And in a first-of-its-kind move, the code tackles AI trickery head-on. Brands must now disclose if a virtual influencer is doing the talking — and deepfakes? Absolutely not. Also on the radar: data privacy. The code echoes India’s tightening grip on consumer data, aligning with the Consumer Protection Act and other watchdogs.

To fix the Wild West of handshake deals, the IIGC is also offering brands and influencers a new rulebook for contracts — with templates, best practices, and a clear path to avoid ghosting each other after the collaboration.

Backing this all up is the newly launched IIGC Taskforce — the council’s crisis Swat team. It monitors online chatter, sniffs out sentiment shifts, and steps in when things go south. Think online therapy meets legal triage — with a hotline to vetted lawyers for messier disputes.

Commenting on the launch, IIGC chairman Sahil Chopra said, “Brand-influencer partnerships are incredibly powerful, but also vulnerable to reputational risks. Today, almost 95 per cent of brand-influencer work happens without a formal contract, leading to unnecessary disputes and breakdowns of trust. The Code of Standards for Brands makes the ecosystem more accountable and sustainable. With the addition of the IIGC Taskforce, we are giving the industry a much-needed safety net to operate with greater transparency and fairness.”

Crafted in consultation with brands, agencies, creators and legal eagles, this move cements IIGC’s role as the referee in India’s fast-moving influence game — and puts brands on notice: the rules have changed.