Celebrities & Barter Deals: When Informal Agreements Leave Small Brands Stranded

In contemporary times, social media is the quintessential platform for marketing, where celebrities and influencers are playing a crucial role in promoting brands and products. It is often seen with celebrity endorsements that informal agreements often in the form of barter deals take place, primarily as they are inherently attractive. Small brands, seeking exposure and for the promotion of their products, enter into such arrangements with public figures and expect a spillover effect from these personalities in exchange for the better reach through their huge fan following on social media. However, without a formal contract these deals often leave brands in the vulnerable position, as exemplified in the case involving actress and influencer Avneet Kaur regarding the jewellery brand RANG by Akanksha Negi. This incident sheds light on the legal complications surrounding informal agreements, which is a clear call for the need for legal protection and accountability.