Guwahati: The Assam government’s proposed Social Media Influencer Bill, which seeks to leverage influencers for “paid advertisements,” has raised eyebrows due to the state’s lack of a comprehensive digital media advertisement policy.
Critics argue that introducing the bill without such a policy could be premature and potentially problematic.
The proposed bill aims to regulate the activities of social media influencers and introduce “paid advertisements” disseminated through their content. However, experts and activists point out that this initiative comes in the absence of a clear framework governing online advertising in Assam.
“While leveraging influencers for public outreach can be beneficial, it’s crucial to have a transparent and accountable system in place,” said a digital media journalist .
“Without a digital media advertisement policy, concerns regarding ethical practices, disclosure requirements, and potential misuse of influence remain unaddressed,” he said.
Neighboring Meghalaya implemented a digital media advertisement policy in 2003, while the Central government adopted its “Digital Advertisement Policy, 2023” last year. This policy encompasses guidelines for online advertising across various platforms, including social media and OTT platforms.
Critics argue that Assam’s proposed bill, without a supporting digital media policy, risks creating ambiguities and potential loopholes. They suggest that the government prioritize drafting a comprehensive policy aligned with the central guidelines before launching the influencer bill.
“It’s essential to have a holistic approach that ensures responsible online advertising practices and safeguards the interests of both influencers and consumers,” said a media analyst. “The current proposal seems like putting the cart before the horse,” he added.