India Sets Up Council to Regulate Influencer Marketing Ethics
India’s influencer marketing industry is seeing explosive growth, prompting the launch of the India Influencer Governing Council (IIGC)—a self-regulatory body designed to bring structure, accountability, and transparency to this rapidly evolving space.
Formed by top stakeholders including representatives from Hindustan Unilever, Google, Meta, Publicis, and leading influencers, the IIGC aims to define ethical guardrails for all players involved in digital influence.
A Comprehensive Code of Conduct for Influencers
One of the council’s first major initiatives is the rollout of a detailed 79-page Code of Standards for influencers, which provides clear, actionable guidelines to ensure that influencer content is legal, truthful, transparent, and socially responsible.
📄 Download the Full Code of Standards (PDF)Introducing India Influencer Ratings: Rewarding Transparency
In addition to the code, the IIGC has introduced India Influencer Ratings, a weekly leaderboard inspired by television viewership metrics. Released every Tuesday, the ratings showcase:
- Top 5 Trendsetters (leading influencers)
- Top 5 Underdogs (rising stars)
- Top 5 Violators (those failing to meet standards)
- Top 5 Brands (most compliant and effective)
This system is intended to promote quality content, highlight emerging talent, and hold influencers accountable for misleading or non-compliant activity.
Addressing Industry Gaps and Creator Challenges
The influencer space has long struggled with issues like lack of standardization, inconsistent content quality, and unregulated advertising practices. The IIGC's formation addresses these issues head-on by introducing a credible structure that fosters trust between brands, creators, and audiences.
The council also seeks to bridge the knowledge gap for new creators, ensuring they’re equipped with the best practices needed to succeed while remaining ethical and compliant.
Global Trends Support Regulation
India isn’t alone in regulating the influencer industry. Countries like France and the UK are also cracking down on deceptive or harmful promotions:
Building a Trustworthy Digital Future
The launch of the IIGC and its initiatives marks a significant milestone in India’s digital evolution. By setting clear standards and embracing transparency, the council is not just protecting consumers but also empowering creators and brands to thrive in a trusted, ethical environment.
As influencer marketing continues to expand, these guardrails will be essential for sustainable growth and industry credibility.