Adani Enterp. 2491.95↓-1.40(-0.06%)
Adani Ports 732.40↓-6.45(-0.87%)
Apollo Hospitals 4817.05↑195.10(4.22%)
Asian Paints 3243.40↑50.45(1.58%)
Axis Bank 919.05↑4.20(0.46%)
B P C L 364.70↑1.20(0.33%)
Bajaj Auto 4643.65↑76.50(1.68%)
Bajaj Finance 7044.75↑54.90(0.79%)
Bajaj Finserv 1451.10↓0.05(0.00%)
Bharti Airtel 827.90↓-22.00(-2.59%)
Britannia Inds. 4644.20↓-12.85(-0.28%)
Cipla 964.60↑11.55(1.21%)
Coal India 231.05↓-10.20(-4.23%)
Divi's Lab. 3524.65↑81.05(2.35%)
Dr Reddy's Labs 4552.35↑51.30(1.14%)
Eicher Motors 3719.15↑47.20(1.29%)
Grasim Inds 1702.55↓-15.80(-0.92%)
H D F C 2646.70↑6.30(0.24%)
HCL Technologies 1141.60↓-3.50(-0.31%)
HDFC Bank 1604.15↓-6.70(-0.42%)
HDFC Life Insur. 582.15↓-10.20(-1.72%)
Hero Motocorp 2801.80↑41.90(1.52%)
Hind. Unilever 2699.95↑32.40(1.21%)
Hindalco Inds. 406.75↑0.85(0.21%)
ICICI Bank 936.55↓-12.60(-1.33%)
IndusInd Bank 1289.60↑3.00(0.23%)
Infosys 1319.30↑1.00(0.08%)
ITC 439.75↓-5.75(-1.29%)
JSW Steel 694.50↓-1.80(-0.26%)
Kotak Mah. Bank 1929.30↓-85.05(-4.22%)
Larsen & Toubro 2208.55↑2.90(0.13%)
M & M 1319.10↑0.10(0.01%)
Maruti Suzuki 9330.00↓-37.70(-0.40%)
Nestle India 21877.50↑204.40(0.94%)
NTPC 174.45↑0.60(0.35%)
O N G C 153.60↓-1.30(-0.84%)
Power Grid Corpn 233.05↓-0.80(-0.34%)
Reliance Industr 2462.95↓-6.95(-0.28%)
SBI Life Insuran 1207.65↓-27.35(-2.21%)
St Bk of India 582.65↑2.80(0.48%)
Sun Pharma.Inds. 987.75↑12.40(1.27%)
Tata Consumer 794.05↓-4.60(-0.58%)
Tata Motors 535.95↑9.65(1.83%)
Tata Steel 105.95↑0.15(0.14%)
TCS 3323.70↑34.20(1.04%)
Tech Mahindra 1120.15↑4.60(0.41%)
Titan Company 2827.90↑4.65(0.16%)
UltraTech Cem. 7845.20↓-24.85(-0.32%)
UPL 678.15↓-6.95(-1.01%)
Wipro 407.25↑3.60(0.89%)

What are 'influencers', and how do companies use them for marketing?

Influencers work with companies to promote their products and services

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3 min read Last Updated : Jan 23 2023 | 1:38 PM IST

The Department of Consumer Affairs last week made it mandatory for social media influencers to disclose all the material benefits received by them, including gifts, discounts and awards. Failing to do so will attract strict legal action. The influencer may even be banned from endorsements for up to three years.

According to the new guidelines named "Endorsement Know Hows - for celebrities, influencers and virtual media influencers (Avatar or computer generated character) on social media platforms", the Central Consumer Protection Authority (CCPA) can also impose a penalty of up to Rs 10 lakh on manufacturers and endorsers. The penalty may even go up to Rs 50 lakh for subsequent offences.

What is an "influencer"?