Self-regulatory body to fix guardrails for growing influencer marketing business

Industry leaders in influencer marketing have set up a self-regulatory body to provide structure to the fast-growing sector, projected to reach Rs 3,375 crore by 2026, as the government prepares to roll out a regulatory framework for the digital advertising and content creation ecosystem. The newly-formed India Influencer Governing Council (IIGC) comprises representatives from Hindustan Unilever, Publicis, Google, Meta, and leading influencers.