THE RISE OF INFLUENCER CULTURE AND THE NEED FOR STRONGER DIGITAL ADVERTISING LAWS IN INDIA

Social media creators have evolved from entertainers into powerful marketing agents by leveraging parasocial relationships to build immense trust. In India’s booming digital market, influencers act as relatable peers, significantly shaping consumer purchase intentions. This shift has birthed an influencer-driven culture where authenticity is a primary currency. Consequently, the rapid professionalization of this space necessitates stricter oversight under the Consumer Protection Act and ASCI guidelines to ensure transparency and prevent deceptive advertising practices through mandatory disclosures.