Social Media Influencer - Legal Implications

In the recent past, social media marketing has witnessed an enormous increase. This has given birth to a bandwagon of social media influencers, who spend hours in creating content and doing various other activities such as endorsing, reviewing or advertising a brand. Influencer marketing can be understood as a type of marketing that focuses on using key leaders to drive the brand's message to the larger market, rather than marketing directly to a large group of consumers, the brand instead inspire/hire/pay influencers to get out the word for it.¹

As per a report titled, 'The State of Influencer Marketing 2019: Benchmark Report' by Influencer Marketing Report revealed that the outlook for influencer marketing is extremely positive². It further showed that 92% of consumers believed that influencer marketing was an effective form of marketing.³ Therefore, with the increase in the industry, various issues in this regard have also elevated.