Influencer-driven marketing is growing in the present day social networking channels where brands collaborate with individuals who have a significant social media following to promote products or services.

Celebrities, Famous Sports Stars and Other influencers take active role in marketing the specific brand or service. Consumers are easily attracted towards the marketing ads portraying such influencers. In the absence of regulatory compliance for influencers-driven marketing, the risk is with the consumers to see the proper end benefits for the money they spend for such products and services.

China tightens the screws: Influencers now need degrees to speak on finance, health, law (Source:

Media reports state that Chinese regulators have introduced new rules that directly affect influencers covering sensitive professional topics. Medical advice, financial guidance, legal opinions, or education commentary now fall under a tighter content regulation framework. Influencers must provide verifiable qualifications to speak on these subjects.

The regulations observed an increase in influencers giving investment recommendations, discussing treatments without medical training, or rendering legal interpretations with no legal training whatsoever. The new policy, updated in late 2025, requires these categories to provide proof of professional qualifications. Should the platforms fail to enforce the same, they would face penalties.

India is no exception for the influencers-driven marketing. Social networks are flooded with the recommendations coming from these influencers. Indian consumers have witnessed the influence of cinema celebrities in the vintage ads and campaigns before the advent of social networks. This influencing is greatly accelerated through the growing number of mobile phone users.

Many Bollywood actors and actresses have appeared in vintage advertisements.

Mint reported that Indian advertising has evolved over the course of the last 70 years, reflecting the change that the country’s economy as well as society has undergone.

India has introduced guidelines in 2023. The Department of Consumer Affairs, under the Ministry of Consumer Affairs, Food and Public Distribution, has released a set of guidelines called “Endorsements Know-hows!” for celebrities, influencers, and virtual influencers on social media platforms. The guidelines aims to ensure that individuals do not mislead their audiences when endorsing products or services and that they are in compliance with the Consumer Protection Act and any associated rules or guidelines.

The guidelines state that endorsements must be made in simple, clear language, and terms such as “advertisement,” “sponsored,” “collaboration” or “paid promotion” can be used. Individuals must not endorse any product or service that they have not personally used or experienced or in which due diligence has not been done by them.

The guidelines advise celebrities and influencers to always review and satisfy themselves that the advertiser is in a position to substantiate the claims made in the advertisement. It is also recommended that the product and service must have been actually used or experienced by the endorser.