New IIGC code sets rules for ethical influencer marketing practices

The Indian Influencer Governing Council (IIGC) has announced the launch of its Code of Standards for Brands, a framework aimed at promoting ethical, transparent, and responsible brand partnerships in the fast-evolving influencer marketing ecosystem.

The Code addresses critical areas such as mandatory transparency and disclosure of paid partnerships, gifted products, and affiliate links, and promotes content authenticity by encouraging influencers to maintain their genuine voice while restricting scripted, misleading, or manipulative messaging. It also sets clear standards for brands engaging in regulated sectors, mandating that all scientific claims must be supported by verified certifications from authorities.

Recognizing the emergence of AI-driven influencer collaborations, the Code requires brands to ensure full disclosure when using virtual influencers, while banning the deceptive use of CGI or deepfakes. Data privacy is another core pillar, with the Code enforcing strict protocols for data collection, targeting, and consumer consent in line with the Consumer Protection Act and other applicable privacy laws.

Importantly, the Code introduces guidance around Brand-Influencer Contractual Frameworks, providing templates and best practices to ensure that all partnerships are governed by clear, fair, and transparent contracts. This aims to address one of the most common sources of disputes in the space, informal, undocumented agreements that leave both parties vulnerable.

Complementing the Code is the operational launch of the IIGC Taskforce, which provides ongoing governance and support to brands. Through real-time digital listening, sentiment analysis, and crisis mitigation, the Taskforce helps brands navigate online reputation risks more proactively. Its mediation service offers a neutral and confidential space to resolve disputes related content, reputational concerns, and contractual issues, protecting relationships and preserving industry trust. When required, the Taskforce also facilitates access to verified legal professionals to guide brands through complex regulatory landscapes or contractual challenges.

Commenting on the launch, Sahil Chopra, Chairman, IIGC, said, “Brand-influencer partnerships are incredibly powerful, but also vulnerable to reputational risks. Today, almost 95% of brand-influencer work happens without a formal contract, leading to unnecessary disputes and breakdowns of trust. The Code of Standards for Brands makes the ecosystem more accountable and sustainable. With the addition of the IIGC Taskforce, we are giving the industry a much-needed safety net to operate with greater transparency and fairness.”