There was a time when only actors and models had the power to influence us in terms of the marketing. We were used to get impressed by their endorsements and vouch for them. But, lately with the rise of social media platforms and YouTube, a lot of influencers started endorsing brands successfully. But the recent controversy about Ranveer Allahbadia has sparked a debate on trust and accountability in influencer marketing. His awful comments in India’s Got Latent have raised concerns about brand safety and the ethical responsibility of influencers, making audiences and brands rethink their associations.

Ethics vs. Engagement: Where Do Influencers Stand?

The question arises do influencers prioritise engagement and monetisation over ethics and transparency? Do brands need to reassess their partnerships to ensure alignment with their values, or is controversy becoming a new marketing strategy? Prateek Chakrabarty – CEO and Founding Director of Bend The Spoon Marketing gives his insight saying, “In today’s digital environment, content that grabs attention is highly rewarded. Since virality determines the level of success, some creators push boundaries without fully considering the consequences – whether on society or on themselves.”

“There are examples of influencers resorting to outrageous or even controversial content. They create unethical content to generate engagement, such as prank videos which show content creators harassing strangers or hoax social experiments which often go viral.” He further adds.

Mahima and Himani, Brand Consultants and Founders of Media Binding Relations give their point of view stating, “In today’s digital world, influencers play a great role in defining public opinion, leading to lucrative brand collaborations. However, incidents like the one involving Allahbadia highlight a concerning trend where the pursuit of engagement and monetisation may overshadow ethical considerations. While many influencers maintain integrity, the competitive nature of the industry can tempt some to priorities sensational content over transparency and ethical standards.”

This underscores the necessity for influencers to balance audience engagement with a steadfast commitment to authenticity and ethical responsibility. Brands must also take proactive measures to vet their influencer partnerships, ensuring alignment with their values and audience expectations. As influencer marketing continues to evolve, maintaining trust and accountability will be the key to long-term success.

Brands Rethinking Influencer Partnerships

Now, the questions arise will brands become more cautious before collaborating with influencers?

Will they reduce tie-ups with influencers for marketing initiatives? Prateek presents a well-reasoned judgment on the dynamics of influencer marketing. He says that the ones who are at the beginning of the curve would want to tie up with the influencer as it is proven to get reach and visibility. However, once the brands get matured, they may reduce their dependence on influencer marketing. And this is obvious! Why would brands want to insulate themselves from getting hit by it.

Mahima and Himani also emphasise the importance of safeguarding brand integrity in influencer collaborations. One effective approach is implementing airtight contracts that clearly define content guidelines and impose stricter restrictions on unacceptable content. In the event of audience backlash, brands will seek to protect themselves from reputational damage, making legally robust agreements an increasingly essential strategy moving forward.

Mr. Yasin Hamidani, Director, Media Care Brand Solution, gives another point of stating, “Companies may reassess the risks associated with influencer partnerships. However, this doesn’t mean a complete reduction in collaborations, but rather a shift towards more careful selection, better crisis management plans, and transparent communication to safeguard brand reputation and public perception.”

We can say that the influencer marketing landscape continues to shift, brands must strike a balance between leveraging digital reach and protecting their reputation. Establishing clear ethical boundaries and stronger contractual safeguards will be crucial in maintaining credibility and long-term success in the industry.

Stricter Regulations: A Necessary Step?

Another important point that must be considered is that should new rules and regulations be introduced or will be introduced to prevent defamatory content and maintain ethical standards among content creators? Prateek asserts that, “There are strong indications that the Indian Government will soon be introducing influencer guidelines under the Consumer Protection Act, forcing creators to disclose sponsorships and avoid misleading promotions. However, in markets such as India’s where strict digital advertising and content regulations are lacking, content – even when taken off the web – sees itself be regenerated and its reach amplified through bots/bought accounts.”

Mahima & Himani also mentions that “There is a rising demand for stricter rules on digital content. The Advertising Standards Council of India (ASCI) already requires influencers to disclose paid partnerships and follow ethical advertising norms. However, as digital media keeps evolving, these rules may need updates to tackle new challenges. A joint effort between regulators, platforms, and creators is crucial to maintaining a fair space that supports free speech while ensuring ethical responsibility.”

The Future of Influencer Marketing: A Pivotal Moment

Mahima & Himani conclude about the India’s influencer marketing landscape, highlighting, “This evolution aims to rebuild and maintain public trust, ensuring the sustainability and credibility of influencer marketing as a strategic communication tool.” which could reshape the industry’s approach to trust and credibility. Yasin supports to their point of view citing that there will be increased scrutiny of influencer content. Brands and influencers will likely prioritise ethical standards, which could reshape the industry’s approach to trust and credibility.

This controversy marks a turning point for influencer marketing. While freedom of speech is a fundamental right, it comes with the responsibility to uphold integrity and ethical standards. Money and self-gain shouldn’t overshadow the bigger picture. Influencers should think beyond personal success and consider the impact on society and future generations.