Increasingly, ‘ influencers ‘ are playing an important role in influencing consumer opinion. ‘Influencers’ do not need any qualifications or experience. Top influencers, very often, earn vulgar money very often for products they know little about. We know of at least two camera companies that use paid influencers to promote their sales. The fact that the influencers are handsomely paid is never mentioned. Can this be allowed to continue?
The Advertising Standards Council of India has said that 76% of India’s top digital stars ( read influencers) were found wanting on disclosure norms. One can just imagine the impact if the celebrity/ influencer was legally required to disclose what he was paid to endorse the product. All credibility of such influencers would plummet but the consumer would stop being misled. Isn’t stricter action required?
H. S. Billimoria
