New Delhi, Jan. 27 -- The rise of social media has transformed communication and consumer behaviour. Platforms like Instagram, YouTube and X allow influencers and content creators to build large followings, offering personal recommendations and shaping consumer trends.

Today, India is home to roughly 2.5 million to 3.5 million content creators.

Influencers' authenticity and relatability make them trusted figures, driving people's purchase decisions often more effectively than traditional ads. Brands see influencer marketing as one of the best ways to engage their target audience. But are there checks and balances on what these influencers disseminate?

Over the years, there has been a significant proliferation of misleading and unverifi...