Misleading Ads, Influencer Posts Pose Concerns During Festive Season
During the festive season, the advertising and influencer marketing landscape in India experiences significant transformations. The digital domain continues to dominate, fueled by rising online activity and ecommerce growth, which has been accelerated by the Covid-19 pandemic.
Brands are actively investing in digital advertising, with a focus on video content and personalised messaging. Influencer marketing has grown in popularity due to its authenticity and specific audience reach, particularly with nano and micro-influencers.
In today’s influencer engagements, transparency and performance indicators are critical.
The holiday season, which includes Diwali, Dussehra, and other festivals, is the peak of advertising spending in India, with firms competing for consumer attention through emotionally charged campaigns, promotions and region-specific techniques.
This year, virtual celebrations and internet buying remain important, demanding changes in marketing strategies. However, transparency and authenticity should be prioritised as core principles in both the retail and influencer marketing businesses, especially during high seasons, said Himanshu Arora, Co-founder of Social Panga
“Retailers should communicate freely with customers about their promotions, discounts and any terms and conditions to avoid any surprises. Transparency fosters trust and credibility, both of which are essential for long-term client commitment,” he said.
He added that influencers must properly disclose sponsored material in order to make it clear to their followers that they are advocating a product or service saying, “Authenticity should be at the heart of influencer partnerships, with companies and influencers aligning their values and ensuring that endorsements truly reflect the influencer’s beliefs and experiences.”
While talking about complaints about misleading ads and influencer posts, Arora said that this is a legitimate concern in the advertising and influencer marketing landscape. Such complaints highlight the importance of “ethical marketing practices” and transparency.
“In an era where consumers rely on digital platforms and recommendations, trust is paramount. Misleading ads can erode this trust, harming both brands and consumers. Therefore, it is crucial for regulatory bodies and industry organisations to enforce guidelines and standards that promote honest advertising and influencer practices,” he said.
According to Arora, influencers and brands must take responsibility for the content they create and promote. They should ensure that products or services are accurately represented, and disclosures are clear and prominent.
“Addressing concerns about misleading advertising and influencer postings is ultimately about maintaining trust, credibility, and long-term relationships with consumers, which are crucial in the world of marketing,” he concluded.
