Deceitful Trade Names In The Era Of Social Media: An Exploration Of Influencer Marketing And Consumer Deception

Joysri Mondal, Heritage Law College, Kolkata

Prithwish Ganguli, Advocate, LL.M. (Cal) Advocate, MA in CL & FS (NALSAR), MA Sociology (SRU), Visiting Faculty, Heritage Law College, Kolkata

ABSTRACT

An Exploration of Influencer Marketing and Consumer Deception" delves into the evolving landscape of influencer marketing, where the power of social media has enabled influencers to play a significant role in consumer behaviour. The piece explores how influencers, often trusted for their authenticity and relatability, can sometimes engage in misleading practices by endorsing products or services under deceitful trade names.

The article begins by outlining the rise of influencer marketing, emphasizing its effectiveness in reaching targeted audiences. It then examines the ethical challenges associated with this form of marketing, particularly when influencers promote products under false pretences or without proper disclosure of their affiliations. The potential for consumer deception is highlighted, as followers may be misled by the influencer's perceived credibility, leading to uninformed purchasing decisions.

The article further explores the legal implications of deceitful trade names in influencer marketing, referencing relevant laws and regulations designed to protect consumers. It discusses the responsibilities of influencers, brands, and social media platforms in ensuring transparency and honesty in advertising practices. Case studies are presented to illustrate instances where deceitful trade names have caused significant harm to consumers, demonstrating the need for stricter enforcement of advertising standards.

In conclusion, the article calls for greater awareness among consumers and more rigorous oversight by regulatory bodies to combat the rise of deceptive practices in influencer marketing. It emphasizes the importance of transparency and ethical behaviour in maintaining trust in the digital marketplace, urging all stakeholders to prioritize the protection of consumer rights in the era of social media.

Keywords: Influencer Marketing, Consumer Deception, Social Media, Deceitful Trade Names, Advertising Ethics