New Delhi, April 10 -- The Delhi High Court's order seeking the removal of allegedly defamatory content about Dettol by one of India's top social media influencers marks another pushback by brands, creating precedent around how far creators can go, according to experts.

"The Dettol case, along with other lawsuits centred around claims made by influencers, are likely to set significant precedents and pave the way for more robust legal frameworks in influencer marketing," said Bharadwaj Jaishankar, partner at IndusLaw.

While the Advertising Standards Council of India (ASCI) has already formulated guidelines for creators, these lawsuits place an added responsibility on influencers to exercise greater caution, given their credibility and re...