"Finfluencers as investment advisors - Time to rein them in?"

Abstract

We live in an era in which, thanks to the digital revolution having catalyzed the media ecosystem, social media have taken center stage and become a significant part of all walks of life. One of the most significant developments has been the growth of financial influencers on platforms like YouTube, Instagram, Facebook, and WhatsApp, among others. Colloquially referred to as finfluencers, these social media influencers often dish out investment tips and recommendations without much professional experience in an environment devoid of mandatory disclosures. What makes matters worse is that these influencers are neither duly registered nor licensed to offer investment advice. This paper considers arguments for and against regulating financial influencers on social media in India. After exploring the regulatory regime already existing in some leading countries, the writer endeavors to identify the regulatory gaps in India and the desirability of bridging these gaps through suitable steps at the level of the market regulator, the Securities and Exchange Board of India, and the Advertising Standards Council of India. The paper concludes with recommendations to address this deficit through necessary regulatory interventions.