Why influencers can’t wing it anymore

New Delhi: Last week, the Delhi High Court directed influencer Raj Shamani and dermatologist Dr Manjot Marwah to edit a podcast episode and remove an Instagram Reel that allegedly made false claims about Dettol antiseptic liquid. Reckitt Benckiser India argued that Marwah’s statements—calling Dettol a floor cleaner unfit for skin and saying it delays wound healing—were misleading. The content reached over 2.3 lakh views on YouTube and 2.4 million views on Instagram.

Shamani agreed to cut the 90-second Dettol segment from the hour-long podcast, and Marwah removed the Reel, settling the dispute amicably. The ruling reinforces accountability, signalling that even well-meaning content can cause harm if not grounded in evidence.

In 2023, a beauty influencer faced backlash for promoting a skincare product with unverified claims about curing acne, leading to consumer complaints and an ASCI investigation. These incidents show how unchecked content can distort reality, erode trust, and incite panic.

As social media’s influence continues to shape consumer behaviour, a wave of legal and regulatory scrutiny is a wake-up call for content creators to embrace responsible content creation. Misinformation, when left unchecked, can mislead millions and damage brands, underscoring why creators must tread carefully in the digital age.

Claims like Dettol being a mere floor cleaner or Bournvita causing diabetes oversimplify complex issues, misleading audiences who may act on false premises—like avoiding safe antiseptics or shunning fortified drinks.

Audiences lose faith in creators who backtrack or delete posts under pressure. Brands also suffer when tied to controversy, deterring future partnerships.

Unsubstantiated critiques can dent reputations built over decades. Dettol, licensed as an antiseptic since 1936, faced undue skepticism.

Recognising the need for responsible influencer marketing, the ASCI launched an academy to educate creators. Launched to promote ethical advertising, the academy offers courses on compliance with ASCI’s guidelines, which mandate clear disclosure of paid partnerships and fact-based claims.

Misinformation also fuels fear. During the COVID-19 pandemic, influencers falsely touted unproven remedies, prompting ASCI to issue warnings. These posts, often shared millions of times, sowed confusion at a time when accurate health advice was critical. Without fact-checking, creators amplify myths that can harm public health and safety.

With India’s influencer market projected to hit Rs 2,800 crore by 2026, responsible content creation isn’t just ethical—it’s essential. By grounding their work in facts, creators can inform, inspire, and innovate without risking the trust that defines their influence.