Influencer marketing gets a new leash

What we are seeing work best are messages woven into the influencer's discourse. But that is also the problem regulators are trying to fix

While on the jury panel for an ad award competition, I was floored by the number of brands that use influencers. From soft drinks and snacks to skincare and fashion, the brand communication playbook is now incomplete without a significant influencer marketing component. If so much of this is happening, why should the government issue new rules (“Endorsement disclosures”, January 24) and even threaten influencers with a jail sentence for non-compliance?

Celebrities endorsing brands has been something that this country has had an overdose of, over the last two decades. If a film star or a cricket celebrity can feature