New Delhi, April 8 -- A newly formed self-regulating body for content creators and influencers has introduced a code of standards for the community, meeting a much-required industry need following a recent spate of controversies.

The Indian Influencer Governance Council's guidelines, however, aren't legally binding on India's more than 4 million content creators the group represents.

IIGC's code of standards comprises 20 sections covering some key challenges India's influencer industry faces, including payment compliances, authenticity of the products being promoted, and emerging challenges such as artificial intelligence, or AI, influencers.

The council said its code of standards "establishes a guided framework for influencers, ensuri...