The Rise of Influencer Marketing: Legal Challenges under Indian Consumer Protection Law

ABSTRACT

The introduction of social media influencers has not only overturned the Indian advertising industry but also created quite a few difficulties concerning consumer protection that are beyond the capability of the existing laws and regulations to handle satisfactorily. A study of the situation assumes the influencers’ role as the main intermediary between the brands and the consumers on one side, while also revealing the risks of market deception and fraud as the factors involved. The Indian influencer marketing sector has attracted investments of several thousand crore rupees and has also been growing steadily which has placed the regulators in a dilemma as to how much control should be exercised. Currently, the study looks at the consumer laws in India, their real-world application, significant cases, and also provides a comparison between the Indian and the strategies of forty other nations. The findings from the survey indicate that obstacles in the implementation of consumer protection law are everywhere. The research team suggests a law reform that would not only secure consumer rights but also permit unlimited flow of ideas in the industry.