Endorsement Know-How: Guidelines For Celebrities, Virtual Influencers And Influencers

I. Introduction

The size of the social media influencer market in India stood at Rupees 1,275 Cr in 2022 and is expected to grow at a CAGR of 19-20% to reach Rupees 2,800 Cr by 2027¹. The digital world today is rapidly growing, and advertisements today are no longer limited to traditional media like print, television, or radio. Due to the increasing reach of digital platforms and social media such as Facebook, Twitter and Instagram, there has been a rise in the influence of virtual influencer in addition to celebrities and social media influencers. As a result, there is an increased risk of consumers being misled by advertisements by these individuals on social media platforms.