The new Consumer Protection Act, 2019 notified on 9 August
2019 (CP Act 2019) has
introduced several measures to amplify the existing laws to
safeguard consumer rights. Some highlights are: introduction of
regulatory authority; stricter penalties for misleading
advertisements; and guidelines for e-commerce and electronic
service providers. The new Act will significantly impact
e-commerce, digital marketing and advertising standards.
We focus on how the sweep of CP Act, 2019 impacts
'influencers' – popular bloggers, vloggers,
celebrities and social media personalities, people who exert highly
persuasive effect on consumers' buying decisions.
Influencer Marketing
Social networking sites like Instagram, #YouTube,
#FaceBook, #Vigo Video, #TikTok offer a highly interactive
and visually rich experience to users. Hence these sites have
acquired immense popularity for product promotion. Influencers are
the key drivers of this ecosystem. Oxford English
