Indian Influencer Governing Council introduces Code of Standards to guide digital consumers

Time of India

12-05-2025

The
Indian Influencer Governing Council
(IIGC) has introduced a
Code of Standards
for consumers, aimed at enhancing awareness and promoting
ethical engagement
in the
influencer marketing
space.
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As influencer
marketing
increasingly shapes consumer behaviour, the new code serves as a guide to help individuals make informed decisions when interacting with digital content.
It addresses areas such as recognising paid
promotions
, identifying manipulation tactics, understanding AI influencers, and avoiding scams and online trolling. The code is intended to help consumers protect their interests and engage more thoughtfully online.
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Sahil Chopra, Chairman and Founding Member of IIGC, said, 'The influencer economy has found its way in the everyday life of people. This code allows them to choose wisely, question, and moreover shape the industry through ethical engagement. At the end of the day, responsible influence starts with informed consumers.'
With the Indian digital landscape rapidly evolving into a hub for content creators, a structured code for consumers is both timely and necessary, the IIGC said.
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The code highlights the importance of recognising tactics such as false urgency and impulse buying, assessing authenticity, and fostering respectful dialogue between creators and audiences. It also supports consumers in calling out misleading promotions and reporting unethical behaviour.
In the coming months, the IIGC plans to introduce awareness workshops and
influencer literacy campaigns
to provide users with practical tools to identify potential red flags in influencer content.
Speaking about the launch, Amrita Kumar, VP & Head of Marketing at Isprava, said, 'With this Consumer Code of Standards, the IIGC reinforces its mission in building a safer, more transparent digital ecosystem. From authenticity and data privacy to AI influencers and scams, it gears the consumers with the clarity and confidence to navigate content responsibly. It's a vital step toward shared accountability — where creators, brands, platforms, and audiences all have a role in upholding trust.'
From financial influencers promoting high-risk schemes to AI-generated personas endorsing products they have never used, the code brings focus to transparency, accountability, and
consumer protection
.