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
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