Reels, Deals & Real Rules: The MIB's New Digital Ad Framework

Over the last decade, influencer marketing and online advertising have taken a centre stage for the digital economy, as they are redefining the brand-consumer communication panorama. This huge shift has been taxing for the Ministry of Information and Broadcasting (MIB), which has sought increased readiness for a regulatory mechanism. The government aims for clarity, accountability, and consumer protection; such a move symbolizes a beginning of resolving various touchpoints that mark the changes occurring in the digital advertisement ecosystem.

With the meteoric rise of social media platforms such as Instagram, YouTube, and TikTok, there is an emergence of a new breed of marketers known as "influencers." They are positioned as extremely important intermediaries for brands trying to convey their marketing messages to their targeted audiences. However, this rapid growth has not been without its pitfalls. Standards are not set in such an evolving system, making it hard