Influencer Marketing And Corporate Liability In The Digital Age: Regulating Misleading Promotions And Shared Responsibility

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Anvita Rose, Christ (Deemed to be) University, Delhi, NCR

Sheetal Singh, Christ, (Deemed to be) University, Delhi, NCR

ABSTRACT

The emergence of social media has significantly transformed modern advertising, with influencer marketing becoming one of the most popular promotional tools. Corporations increasingly rely on influencers to promote their products and services in a more relatable and persuasive manner. However, this shift has also led to a rise in misleading advertisements, non- disclosure of paid partnerships, and exaggerated product claims, raising serious concerns regarding consumer protection and corporate accountability. This research paper examines the legal and regulatory challenges associated with influencer marketing, focusing on corporate liability and the concept of shared responsibility between corporations and influencers. It analyzes how deceptive digital promotions affect consumer trust and highlights the difficulty in assigning liability when influencers operate as independent entities rather than employees. The study also evaluates the adequacy of existing legal frameworks in India and draws comparative insights from international practices.

The paper adopts a doctrinal research methodology, relying on primary legal sources such as statutes and regulatory guidelines, along with secondary sources including academic literature and policy reports. An analytical and comparative approach is used to identify gaps in the current legal system and assess the effectiveness of regulatory mechanisms. The scope of the study is limited to influencer marketing within the framework of corporate law and consumer protection, primarily focusing on India while incorporating global perspectives. The paper aims to highlight the shortcomings of existing laws and suggests the need for stronger disclosure norms, enhanced corporate responsibility, and stricter enforcement mechanisms. Ultimately, it seeks to contribute to the development of a more transparent, accountable, and ethically responsible digital advertising ecosystem.

Keywords: Influencer Marketing; Corporate Liability; Deceptive Advertisements; Consumer Protection; Digital Advertising; Regulatory Framework.

578. INFLUENCER MARKETING AND CORPORATE LIABILITY IN THE DIGITAL AGE- REGULATING MISLEADIN

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