From likes to legality: IIGC’s Code of Standards receives resounding industry support

In a move set to reshape India’s booming influencer economy, the Indian Influencer Governing Council (IIGC) has launched the Code of Standards for Brands, along with a first-of-its-kind dedicated taskforce. At the heart of the code are strict mandates such as disclosures for paid, gifted, and affiliate content, a clampdown on manipulative or misleading promotions, and explicit bans on deceptive virtual influencer tactics such as computer-generated imagery (CGI) and deepfakes. It also aligns influencer data practices with India’s Consumer Protection Act, 2019, reinforcing the sector’s shift toward responsible consumer engagement.

But the real game-changer lies in the introduction of standardised brand-influencer contracts, a move addressing a glaring gap in the industry, where nearly 95% of such deals lack formal agreements at the moment. Besides protecting creators and marketers, this move can add legal and ethical weight to what was once an informal transaction.

Backed by extensive industry consultations, the IIGC’s Taskforce brings additional firepower: dispute resolution tools, sentiment tracking, and legal resources. Together, these guardrails are designed to reduce reputational risk while promoting sustainable growth built on trust.

Campaign spoke to industry stakeholders who view the code as a long-overdue step toward professionalising influencer marketing in India. While applauding the structure and safeguards, they stress the importance of effective enforcement and continuous dialogue to adapt to a fast-evolving digital landscape.

Nishi Kikla, business manager-business management team, Nofiltr.Group

The introduction of the IIGC’s Code of Standards marks a pivotal moment for India’s influencer marketing landscape. By mandating clear disclosures for paid, gifted, and affiliate content, and establishing ethical guidelines, it brings much-needed structure to an otherwise fragmented space. This shift will reduce ambiguity in partnerships, enhance transparency, and foster greater consumer trust, ultimately improving campaign performance.

ASCI’s ongoing role in enforcing disclosures such as #ad or 'paid partnership' tags has already made audiences aware of promotional content, empowering them to make informed decisions. While virtual influencers are still accepted as creative tools, the misuse of deepfake technology poses real challenges to brand authenticity, making the code’s restrictions around such content vital.

The introduction of standardised contracts helps mitigate legal risks by aligning on key terms upfront, though individual nuances will still need tailored attention. Smaller brands and creators will also benefit from these frameworks, which are accessible, adaptable, and designed to support more transparent storytelling. Crucially, the IIGC Taskforce will act as a strategic support system—equipped to offer sentiment analysis, real-time crisis management, and legal guidance to safeguard brand reputation and foster a more resilient influencer ecosystem.

Yorick Pinto, senior creative director-copy, BC Web Wise

As of now, most influencer deals are made on a handshake or informal terms, which leaves a lot of room for confusion leading to ambiguity and even some questionable practices. With standardised contracts, brands and influencers will clearly understand their responsibilities, payment terms, content expectations, intellectual property rights, and everything spelt out.

The Code of Standards will address this by introducing clear, standardised contracts between brands and influencers, which has been sorely needed. This will bring transparency and accountability to influencer contracts.

Given that consumers are increasingly savvy and cautious about what they consume online, mandatory disclosures will help build trust. Being upfront about paid content ensures transparency and authenticity, potentially driving better engagement in the long run. People are more likely to trust influencers who are honest about their relationships with brands. This will also lead to improving the performance of campaigns.

Virtual influencers and deepfakes can create incredibly realistic personas, but they also risk undermining authenticity. If brands are not careful, consumers could start feeling like they are being manipulated by fake characters or misleading content.

Neelesh Pednekar, co-founder and head of digital media, Social Pill

Until now, influencer-brand relationships have largely operated in grey areas—verbal agreements, vague deliverables, and minimal accountability. This code introduces a layer of formality and responsibility that will professionalise the space.

Smaller players often operate informally due to budget or time constraints. But that is exactly why the code is helpful; it levels the playing field. You do not need a legal team now to have a decent contract, you can use IIGC’s framework. You do not need to guess what is ethical, you have clear guidelines.

What will be key is awareness and access. If IIGC and platforms can integrate these standards into creator onboarding, templates, or even via creator marketplaces, adoption will be much smoother. Education and simplicity are everything here. Think of it like an emergency response team for digital reputation—objective, industry-recognised, and fast.

In an age of cancel culture and rapid outrage cycles, this taskforce could become a lifeline for creators and brands. If it can act quickly with sentiment analysis, legal counsel, and public-facing guidelines, it will help brands avoid knee-jerk decisions and creators manage crises better.

Ambika Sharma, founder and chief strategist, Pulp Strategy

This is a long-overdue course correction for the influencer ecosystem in India. As someone who has worked on both sides of the table, building narratives for brands and co-creating with influencers, this will bring much-needed structure to what has largely been an informal, often chaotic space. Standardised contracts will change the game by protecting brand equity as well as creator integrity. It signals that accountability is no longer optional.

Mandatory disclosures are not just a regulatory requirement; they are a brand trust accelerator. Today’s consumers are sharp enough to sniff out inauthenticity. Clear disclosures improve campaign credibility, especially when backed by content that still entertains, informs, or adds value.

Virtual influencers and deepfake tech bring scale and novelty but also introduce new risks. Brands must tread carefully. If the audience feels manipulated, the damage to trust is immediate and hard to repair. The code will help by drawing clear lines between creativity and deception, safeguarding long-term brand authenticity in today’s AI-dominated era.

Pankaj Poovanna, head of product and innovation, Cigar Conexion

IIGC’s Code of Standards will bring much-needed clarity and structure to influencer collaborations. This is especially important for brands dealing with regulated products. By setting clear expectations for deliverables, disclosures, and usage rights, the code can help create standardised contracts which reduce ambiguity, minimise disputes, and ensure legal compliance. This, in turn, can set clear expectations and help build long-term partnerships.

Smaller players can start simple—use industry-approved templates and adapt them to their scale. However, it’s crucial to educate ourselves thoroughly and get clarity on how this will work. Understanding basic contract terms and responsibilities will help build credibility, attract better collaborations, and ensure professionalism—even in modest partnerships.

The IIGC Taskforce can play a vital role in quickly addressing misinformation or disputes online. For sensitive industries like ours, a prompt, coordinated response is key to protecting brand integrity. The taskforce will offer mediation, and advisory support, and ensure ethical practices making it a strong safeguard for both brands and creators in crises.

Yasin Hamidani, director, Media Care Brand Solutions

The introduction of standardised contracts is poised to reduce legal disputes in influencer marketing by ensuring clarity on deliverables, usage rights, disclosures, and payment terms. This formalisation addresses the long-standing ambiguity that has led to misunderstandings and conflicts in nearly 95% of informal brand deals.

For smaller brands and creators, adopting these protocols may seem resource-intensive initially, but the IIGC’s templates and guidance can simplify compliance, offering clear, ready-to-use frameworks that reduce legal risks and build trust. These measures can also elevate their credibility in collaborations with larger entities.

The IIGC Taskforce will play a pivotal role in real-time crisis management by offering sentiment analysis tools to detect potential controversies early, guiding swift dispute resolution, and providing legal support during conflicts. By proactively managing risks, including the misuse of deepfakes or misleading virtual influencer content, the taskforce will ensure that brands and creators can uphold ethical and transparent practices, thus fostering a more responsible and sustainable influencer ecosystem in India.