New Delhi: India’s influencer marketing landscape, set to hit ₹3,375 crore by 2026, is at a crossroads. With millions of creators shaping consumer behavior, the newly formed India Influencer Governing Council (IIGC) has stepped in to bring order to the chaos. Launched with backing from industry titans like Google, Meta, and Publicis Groupe, the IIGC’s 89-page Code of Standards aims to instill ethics, transparency, and trust in digital content creation. As controversies swirl around influencers and misinformation, this self-regulatory body could redefine how India engages with its digital stars.
The Influencer Boom and Its Challenges
India’s creator economy is thriving, with over 4.5 million influencers commanding audiences on platforms like YouTube, Instagram, and LinkedIn. From nano-influencers in Tier-2 cities to mega-stars like Bhuvan Bam, these voices drive trends, sell products, and spark conversations. Industry forecasts predict an 18% annual growth rate, fueled by India’s 900 million internet users, 60% of whom trust influencers over traditional ads.
Yet, this growth comes with pitfalls. Misleading promotions of health supplements, crypto scams, and unrealistic beauty standards have eroded trust. Recent controversies, like podcaster Ranveer Allahbadia’s polarizing remarks, have prompted scrutiny from the Ministry of Information and Broadcasting. The IIGC, unveiled on February 20, 2025, at a high-profile event in Bengaluru, aims to address these issues head-on, offering a voluntary framework to guide creators, brands, and platforms.
Inside the India Influencer Governing Council
The IIGC is a coalition of 70 stakeholders, uniting diverse players in the influencer ecosystem:
- Brands: PepsiCo, Tata Motors, and L’Oréal.
- Platforms: Meta, Google, and Disney+ Hotstar.
- Agencies: Dentsu India and WPP.
- Creators: Influencers like Ankur Warikoo and Malini Agarwal.
Led by Priya Sharma, CEO of InfluencerIndia, the council operates through eight specialized committees, covering sectors like beauty, finance, and gaming. Its goal? To safeguard consumers, standardize practices, and elevate the credibility of influencer marketing. Unlike government mandates, the IIGC’s guidelines are non-binding, relying on industry goodwill to drive adoption.
Decoding the 89-Page Code of Standards
On April 10, 2025, the IIGC hosted a summit at Mumbai’s Taj Lands End, where it released its Code of Standards. This 20-section document tackles the industry’s thorniest issues with precision. Here’s a breakdown of its core pillars:
1. Full Disclosure of Partnerships
Influencers must clearly label paid content using hashtags like #PaidPromotion or #BrandPartner. Even non-monetary perks, such as gifted products or travel sponsorships, require disclosure with tags like #Gifted. The code also encourages labeling genuine endorsements as #PersonalFavorite to differentiate them from commercial deals.
2. Cracking Down on Fraudulent Metrics
The code bans artificial inflation of follower counts or engagement through bots or paid likes. Influencers cannot promise unrealistic outcomes—like guaranteed sales—without data to back it up. This ensures brands get authentic value from campaigns.
3. Navigating AI and Deepfakes
As AI influencers like Virtual Vani gain traction, the code requires them to disclose their artificial nature. It also prohibits deepfake technology that mimics real individuals, addressing ethical concerns about digital deception.
4. Protecting Sensitive Audiences
The guidelines restrict promotions of alcohol, tobacco, or gambling to age-appropriate audiences. Financial influencers must verify claims about investments or trading apps, protecting naive followers from scams. Content glorifying harmful practices, like extreme dieting, must carry warnings.
5. Privacy and Grievance Redressal
Influencers are urged to comply with India’s Digital Personal Data Protection Act, safeguarding audience data. The IIGC plans to launch a toll-free helpline by July 2025 for consumers to report violations, though details on enforcement are still emerging.
6. Standardized Metrics
The code defines terms like “reach” and “click-through rate” to create a universal language for campaigns, reducing disputes between brands and creators.
Indian Influencer Ratings: A New Benchmark
At the Mumbai summit, the IIGC introduced the Indian Influencer Ratings, a weekly scorecard to celebrate excellence and expose malpractice. Published every Wednesday, it features:
- Top Creators: Five influencers driving meaningful impact, like eco-warrior Radhika Gupta.
- Rising Stars: Five up-and-coming talents breaking new ground.
- Caution List: Five creators flagged for unethical practices, such as undisclosed ads.
- Brand Champions: Five campaigns excelling in creativity and authenticity.
Using AI-driven analytics, the rankings aim to incentivize quality over virality. “It’s about rewarding creators who inspire trust,” said IIGC co-founder Vikram Seth, CEO of Digizoid Media.
Why the IIGC Matters
The IIGC’s framework addresses five critical challenges shaping India’s digital narrative:
1. Curbing Misinformation
From miracle cures to risky investments, influencers have misled audiences with unverified claims. The code’s insistence on evidence-based promotions aims to rebuild consumer confidence.
2. Shielding Young Minds
With 40% of India’s internet users under 25, influencers hold sway over impressionable audiences. Restrictions on age-inappropriate content, like vaping ads, prioritize youth safety.
3. Promoting Mental Wellness
Filtered selfies and lavish lifestyles can fuel insecurity. The code’s push for transparency about photo editing and lifestyle claims seeks to mitigate mental health risks.
4. Leveling the Playing Field
Traditional ads face rigorous checks, while influencer posts often slip through. The IIGC’s standards align the two, fostering fair competition.
5. Holding Platforms Accountable
Social media giants have dodged liability for influencer content. The code urges platforms to flag violations, bridging a critical gap.
Voices from the Industry
The IIGC has sparked lively debate. Brands like Nykaa welcome the clarity, with CMO Shalini Gupta saying, “It’s a roadmap for trust-based marketing.” Influencer Kusha Kapila lauded the ratings, noting, “They celebrate impact, not just numbers.”
However, some creators feel sidelined. Tech influencer Arun Prabhudesai remarked, “The council needs more grassroots voices to reflect our realities.” Agencies also worry about compliance costs for smaller influencers, who earn as little as ₹5,000 per post. Legal expert Rhea D’Souza of Nishith Desai Associates called the code “a solid start” but cautioned that its voluntary nature limits impact without government backing.
The Government’s Next Move
The IIGC’s launch aligns with whispers of stricter regulations from New Delhi. The Ministry of Information and Broadcasting is crafting rules for influencers with over 5 million followers, focusing on curbing vulgar content and mandating disclaimers. Slated for release in August 2025, these laws could work in tandem with the IIGC’s efforts, creating a robust regulatory ecosystem.
The council plans to expand its guidelines to brands and consumers by September 2025, with quarterly forums to gather feedback. “We’re not here to police but to empower,” said Priya Sharma.
FAQs
1. What is the India Influencer Governing Council (IIGC)?
Answer: The India Influencer Governing Council (IIGC) is a self-regulatory body launched in February 2025 to oversee India’s influencer marketing industry, projected to reach ₹3,375 crore by 2026. Comprising brands like PepsiCo, platforms like Meta and Google, and creators, the IIGC introduced an 89-page Code of Standards to promote ethical content creation, transparency in brand partnerships, and consumer protection. It aims to standardize practices and foster trust in the creator economy.
2. What does the IIGC’s Code of Standards cover?
Answer: The IIGC’s Code of Standards, released on April 10, 2025, spans 20 sections addressing key challenges in influencer marketing. It mandates clear disclosure of paid promotions (#Ad, #Gifted), bans fake engagement like buying followers, regulates AI influencers, and restricts promotions of alcohol, gambling, or unverified financial products. The code also emphasizes data privacy and consumer grievance redressal, aiming to ensure legal, honest, and respectful content.
3. How do the Indian Influencer Ratings work?
Answer: Launched by the IIGC in April 2025, the Indian Influencer Ratings is a weekly ranking published every Wednesday to highlight impactful creators and campaigns. It features Top Creators, Rising Stars, Brand Champions, and a Caution List for unethical practices, using AI-driven analytics. The ratings celebrate authenticity and accountability, encouraging influencers to prioritize quality over virality in India’s digital ecosystem.
4. Why is regulation needed for influencer marketing in India?
Answer: Regulation is critical to address misinformation, such as unverified health or crypto promotions, and protect vulnerable audiences like young followers from age-inappropriate content. It also tackles mental health issues caused by unrealistic beauty standards, ensures fair competition with traditional advertising, and holds platforms accountable for harmful content. The IIGC’s guidelines aim to build trust and credibility in India’s ₹3,375 crore influencer market.
5. How will the IIGC’s guidelines impact influencers and brands?
Answer: The IIGC’s Code of Standards encourages influencers to adopt transparent, ethical practices, enhancing their credibility but requiring compliance with disclosure and content rules. Brands benefit from standardized metrics and authentic campaigns, reducing fraud risks. While nano-influencers may face compliance challenges, the guidelines foster a trustworthy ecosystem, aligning with upcoming government rules for influencers with over 5 million followers.
