Expert Speak

As influencer marketing continues to soar in popularity, it’s also facing a serious issue: lack of proper disclosure. Can regulation help before the damage becomes irreversible? Absolutely! The Indian Influencer Ratings (IIR), launched by the IIGC, is a much-needed initiative to promote transparency and accountability in the creator economy.

IIR rewards ethical content, highlights creators doing authentic work, and offers a gentle yet firm check on misleading influence. It helps creators understand what earns genuine praise and what crosses the line.

Take the Underdoggs influencer, for instance—showcasing the energetic Aquaboard workout in a fun, relatable way. It's a great example of influence backed by sincerity and trust.

Importantly, IIR doesn’t just celebrate big names; it also shines a light on hardworking micro-influencers, giving them a fair chance to be seen and appreciated.

The IIGC has sparked a positive shift with IIR—a step toward a more honest, inclusive, and values-driven digital space. I’m excited to see how this evolves and what impactful stories it helps bring forward.