India’s Got Blatant—influencers are peddling soft porn
The highly irresponsible, blatantly vulgar comments by an influencer have exposed the rot in a particular section of social media. Moreover, the comments raise pertinent points, both for the government and social media platforms. Endorsement of products and events has been part of the advertising arena ever since print media began allowing its columns to be used for advertisement.
In 2022, the government rightly issued guidelines for the prevention of misleading advertisements.
The advent of social media has heralded new forms of sponsorship through content creation, giving rise to a new breed of advertisers called social influencers.
These influencers are glorified content creators—professionals who earn through social media advertising. An influencer can be an innocuous content creator, a surrogate advertiser, an affiliate marketer, or even an advocate for a cause. The term is broad enough to include a podcaster, who hosts experts in everything from politics to astrology, and a woman showcasing her kitchen hacks to a loyal audience.
It is time that the government introduces a policy separating influencers into different categories. This is not only to enforce industry standards like those applicable to traditional media but also for the benefit of viewers. Often, viewers on social media don’t realise they are being sold harmful beauty standards in the guise of fitness or culinary advice.
Take, for instance, the ‘explainers’ on YouTube. There is a huge difference between a journalist or an academic talking about issues of national importance and a young content creator attempting the same. Usually, the latter is merely saying whatever suits their audience, laden with hyperbole and outrage for more engagement.
The digital ecosystem also involves chauvinists, separatists, and pseudoscience proponents, who spread harm with their ‘explainers’. They hold no qualification or credibility. In some cases, a content creator discusses a deeply emotive issue, only to segue into selling a product or service. This is done without disclosing the monetary benefits of converting views into business deals. Given the lax regulation of age-based content on social media platforms, this results in unregulated advertising to minors. Many times, popular personalities from politics, sports, and the silver screen are invited to boost the show’s popularity rating.
There is nothing wrong with a government representative, an industry expert, or an academic appearing on a podcast to talk about their work, personal struggles, or social issues for the consumption of consenting viewers. The intellectual backbone of India is made stronger by a free exchange of ideas. People have the right to speak and hear, within the confines of constitutional and socio-legal limitations. The problem arises when social media influencers with millions of viewers don a facade, creating ‘edgy’ content with no filter or censorship.
Broadcasting crass content in the guise of humour to an audience largely consisting of impressionable young people is—to say the least—immoral and nothing less than peddling soft porn.
One may argue that these content creators have the freedom of expression. However, any freedom enjoyed without the corresponding responsibility amounts to misuse. Public display of obscenity in any form is unacceptable. If such creators refuse to remain within social norms, legal and regulatory frameworks must step in to prevent social decay.
Also read: What should the government do to Ranveer Allahbadia? Nothing
Make regulations global
Social media influencing is nothing but surrogate advertising. Influencers project themselves as flawless paragons of virtue while promoting health supplements, beauty products, or sports equipment. Not only do they get paid for sponsoring a product but they also have comparative advantages over normal advertising or endorsement deals. One is that their income is not really treated as a professional fee.
This must be remedied. The pecuniary benefits derived by influencers should be treated as income from advertisement and taxed just like print and visual media. There are sufficiently strict guidelines for the latter. Unfortunately, social media enjoys a free reign in terms of content. One reason could be the large number of creators—virtually every user is one. However, this is not enough to keep social media out of the regulatory framework.
Like other media, social media platforms—about half a dozen of them at least—should be brought under strict regulations. Details of all social media users should be made identifiable by a unique marker such as the Aadhaar number. This identification should be made mandatory for social media platforms.
Unlike print and visual media, social media has a global outreach. The content on it can have an unknown or camouflaged origin. This is all the more reason why the regulations should be stricter and globally applicable.
Seshadri Chari is the former editor of ‘Organiser’. He tweets @seshadrichari. Views are personal.
(Edited by Prasanna Bachchhav)