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At the recent WAVES 2025, a powerful chorus of voices called for differentiated regulatory approaches for television and digital media. The message was clear: the two mediums, while often conflated, are vastly different in technology, user experience, and regulatory needs.

The debate is not new, but growing digital consumption has intensified it in recent times, highlighting a broader dilemma for regulators: how to ensure fair oversight without stifling innovation in an increasingly dynamic media ecosystem.

“Television and digital platforms are structurally and operationally distinct, and function under fundamentally different paradigms—both technologically and in terms of audience engagement patterns,” said Tanu Banerjee, Partner at Khaitan & Co. “It’s therefore appropriate that they are regulated through separate frameworks. A nuanced, differentiated approach helps ensure that regulation evolves in step with the dynamic nature of digital media.”


Read more: <a href="https://www.storyboard18.com/how-it-works/most-media-companies-havent-changed-at-all-uday-shankar-calls-for-innovation-in-monetization-local-content-to-unlock-indias-me-growth-64344.htm">Uday Shankar draws a clear distinction between television and digital media</a>


The Ministry of Information and Broadcasting’s proposed Broadcasting Services (Regulation) Bill, 2024, which aims to create a unified legal framework for all forms of audiovisual content, has further sharpened the regulatory divide. 

Sonam Chandwani, Managing Partner at K S Legal, noted that the demand by industry for distinct regulatory treatment of linear and digital platforms is legally and practically sound, given their divergent operational frameworks and constitutional implications.

Traditional TV is already governed under the Cable Television Networks (Regulation) Act, 1995, with clear checks aligned to Article 19(2) of the Constitution. In contrast, digital media is governed by the Information Technology Act, 2000, and its accompanying Intermediary Guidelines, offering broader leeway to accommodate innovation.

While the IT Rules, 2021 and Digital Media Ethics Code provide a structure for self-regulation of OTT platforms, critics argue that it lacks the enforcement rigor required for platforms with such vast reach and influence.

“Self-regulation allows digital platforms operational autonomy, but it must be complemented with enforceable guidelines to ensure accountability,” said Banerjee. “The IT Rules offer a structured baseline, yet there’s still scope for a regulatory model that incorporates both industry expertise and statutory oversight.”

Chandwani warned that digital self-regulation remains legally deficient.

“Unlike linear content, tightly controlled by the Cable Television Regulation Act, 1995, digital platforms rely on voluntary codes that lack enforceability, risking violations of public order and consumer rights under Article 19(2),” she said, citing Netflix India v. State of NCT (2023) as a case where courts flagged regulatory gaps in OTT content governance.

She also noted that the current draft of the Broadcasting Bill contains vague definitions and ambiguous oversight powers, potentially inviting executive overreach, raising fresh concerns under Article 19(1)(a).


The Case for Institutional Reform


Sanjay Trehan, digital and new media advisor, advocates for a structured but collaborative solution.

“Ideally, we need an industry body of domain experts to formulate guidelines and policy framework. The need is to create an enabling and empowering body that ensures adherence to set guidelines and helps promote innovation, creativity and growth.”

This view is echoed by Deepro Guha of The Quantum Hub, who noted the one-to-one nature of digital content consumption compared to TV’s one-to-many format. “Given the sheer number of digital channels and the limitations of regulatory capacity, a co-regulatory model like that under the IT Rules is more practical for digital,” he said, warning that a heavy-handed approach could stifle expression and innovation.


Read more: <a href="https://www.storyboard18.com/how-it-works/dont-want-to-create-regulation-that-discriminates-between-traditional-digital-mediums-anil-kumar-lahoti-of-trai-64077.htm">"Don't want to create regulation that discriminates between traditional, digital mediums": Anil Kumar Lahoti of TRAI</a>


Chandwani proposed a hybrid solution: establishing an independent statutory authority, similar to the Press Council of India, to oversee digital content while preserving self-regulatory flexibility. “Transparent grievance redressal mechanisms and media literacy initiatives could align digital regulation with constitutional mandates,” she added.

The growing complexity is set against the backdrop of India’s $30 billion media and entertainment market, with digital alone projected to cross $9.7 billion. The rapid adoption of streaming platforms, algorithmic curation, and personalized feeds continues to reshape how content is produced, distributed, and consumed.

“TV broadcasts to a broad, often unsupervised audience with minimal access controls. Digital, however, is private and on-demand—with age gates, personalized feeds, and user choice,” said Vivan Sharan, Partner at Koan Advisory. “It’s not about more or less regulation, but about proportional and responsive regulation that reflects the technology.”

Media industry rallies for distinct rules for TV and OTT regulation

Google has laid off around 200 employees from its global business organization, which manages sales and partnerships, as part of its ongoing cost-cutting and restructuring efforts, The Information reported on Wednesday, citing a person familiar with the matter.

The tech giant confirmed the development in a statement to Reuters, saying it was making a "small number of changes across team to drive greater collaboration and expand our ability to quickly and effectively serve our customers." 

Also Read: <a href="https://www.storyboard18.com/how-it-works/googles-cost-cutting-drive-leads-to-layoffs-in-android-pixel-and-chrome-teams-report-62108.htm">Google's cost-cutting drive leads to layoffs in Android, Pixel, and Chrome teams: Report</a>

While the company has described the layoffs as limited, they are part of a broader pattern of restructuring within Google's parent, Alphabet Inc.

Just last month, Google let go of hundreds of employees in its platforms and devices division, which oversees key products such as Android, Pixel smartphones, and the Chrome browser. This latest move indicates a continued shift in strategic focus—away from legacy hardware and sales operations, and toward high-growth areas like artificial intelligence and cloud infrastructure.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/googles-ai-driven-restructuring-signals-more-layoffs-in-indias-ad-and-sales-divisions-62396.htm">Google’s AI-driven restructuring signals more Layoffs in India’s Ad and Sales divisions</a>

Since January 2023, Alphabet has trimmed thousands of roles as part of a larger tech industry trend. That year, the company slashed 12,000 jobs—approximately 6% of its global workforce. According to a February filing mentioned in the report, Alphabet had 1.83,323 employees as of December 31, 2024.

Google isn’t alone. Tech peers including Meta, Microsoft, Amazon, and Apple have all enacted layoffs in the past year. Meta culled about 5% of its "lowest performers" in early 2025, Microsoft laid off 650 employees in its Xbox division in September, and Amazon trimmed staff across communications and other business units. Apple also reportedly cut around 100 positions from its digital services group.

Also Read: <a href="https://www.storyboard18.com/how-it-works/infosys-dismisses-another-195-trainees-in-4th-round-of-layoff-since-feb-2025-63705.htm">Infosys dismisses another 195 trainees in 4th round of layoff since Feb 2025</a>

Google lays off about 200 staff in global business unit

India’s public digital infrastructure is under siege as a network of cybercriminals continues to exploit vulnerabilities in government websites to promote illegal betting applications. Recent revelations show that over 20 Maharashtra government websites have been compromised, with users unknowingly redirected to betting platforms via cloaked URLs and malicious scripts. 

The Maharashtra breach includes websites of key departments such as Transport, Tribal Welfare, State Excise, the Charity Commissioner, and even the state's main portal (maharashtra.gov.in). Attackers have used sophisticated redirect mechanisms and cloaking techniques to ensure that only specific users—such as those accessing via Google—are funneled toward betting domains like 01game.info.

Dhiraj Gupta, CTO and co-founder of mFilterIt, outlined how such redirection attacks work.

“A recent case involved the official website of the Charity Commissioner, Government of Maharashtra, being used as a redirect gateway to a betting site... The site uses Cloudflare to mask its server’s IP and hides deeper integrations behind obfuscated APIs.”

The scope of the issue, however, is not limited to one state —similar breaches have occurred across several Indian states, making this a nationwide cybersecurity and regulatory crisis.

Similar breaches have affected government websites in Bihar, Goa, Karnataka, Kerala, Mizoram, Telangana, and Uttar Pradesh, where portals maintained by departments ranging from law enforcement to municipal water supply have hosted malicious code or links promoting betting and lottery scams.

Abhay Chattopadhyay, Partner at Economic Laws Practice, elaborated, “Cybercriminals mainly target vulnerabilities in poorly maintained or less frequently updated government websites... In 2024, Lucknow’s Jal Kal Department’s website was compromised to link to an Indonesia-based lottery scam. We’ve seen similar misuse in property tax and municipal sites across other states.”

In Maharashtra, a Public Interest Litigation filed by Ruzbeh Raja (in February) prompted the Bombay High Court to direct state cyber authorities to review and act on recommendations for cybersecurity upgrades. The court acknowledged the gravity of the threat and permitted the petitioner—an IT law expert, to submit preventive proposals to Maharashtra Cyber and the Mumbai Police Cyber Cell.

The petition, filed through advocate Ajinkya Udane, listed 20 government department websites contaminated with malicious programming code which redirected users to betting websites to collect their personal information.

"When the matter came up, the government informed the court that they had taken down all the compromised websites and were working on relaunching them. However, these sites currently lack even basic security protocols—there is no login authentication mechanism in place. Anyone can access them freely without verification. Going forward, it is essential that access be restricted through an OTP-based login system. Users should be required to enter their credentials, including a valid name, email ID, and mobile number. Only after verifying the OTP should access be granted. Alternatively, access to these websites should be made possible only through secure platforms like DigiLocker or Aadhaar-based authentication, regardless of the user's socio-economic status," said Udane.


Industry Cries Foul


Roland Landers, CEO of the All India Gaming Federation (AIGF), issued a stark warning. “Offshore illegal gambling websites represent one of the most serious national security threats facing our country today. Their exploitation of government portals is designed to give an illusion of legitimacy to these unlawful operations.”

Sonam Chandwani, Managing Partner at K S Legal, noted the advanced tactics being used. 

“Cybercriminals are exploiting government websites with alarming sophistication... They embed malicious links and counterfeit pages, employ SEO manipulation and phishing tactics, and deceive users into downloading malicious APKs.”

She added that these breaches pose reputational damage, potential data leaks, and massive financial costs for recovery.

“Governments must prioritize rigorous patch management, multi-factor authentication, and real-time threat monitoring. Legal provisions under the IT Act, 2000 (Sections 66, 66C, 66D) can be used to prosecute offenders, and international cooperation is essential.”

Beyond institutions, it is the public that bears the brunt of these digital traps. Malicious links hosted on .gov.in domains can lead to identity theft, financial fraud, and even accidental participation in illegal betting activity.

Chandwani explained, “These threats exploit public trust in government platforms... Governments must implement awareness campaigns to educate citizens on verifying app sources and recognizing phishing attempts.”

Chattopadhyay echoed this sentiment. “The average person trusts a .gov.in domain implicitly. When users download apps from such sites, they often don’t question legitimacy—until it’s too late.”

With cybercriminals growing bolder and more technically adept, experts recommend a multi-pronged response:

-Nationwide vulnerability audits across all government digital portals

-Zero-trust cybersecurity architecture and stricter access control

-Legal enforcement under IT and gambling laws, including action against influencers promoting illegal betting

-Public education campaigns and browser-based redirect detection systems

“We continue to work closely with policymakers and enforcement agencies to build a safe and transparent online ecosystem,” said Landers of AIGF.

Experts said that without systemic safeguards and public vigilance, these digital intrusions will only deepen, undermining the credibility of governance and endangering citizens in the process.

Illegal betting syndicates continue to hijack government websites, sparking regulatory crisis

Godrej Consumer Products Ltd. (GCPL), one of the leading makers of household and personal care goods, said the rapid rise of quick commerce platforms is proving to be a significant advantage for fast-moving consumer goods (FMCG) companies, particularly for mid-sized product packs that offer higher margins.

Sudhir Sitapati, the company’s Managing Director and Chief Executive, said GCPL has experienced exponential growth from the quick commerce channel over the past two years. While he declined to quantify the platform’s contribution to overall revenue, Sitapati noted that the model’s limited-inventory structure favors large, established brands in the FMCG sector.

The remarks came as GCPL reported a consolidated net profit of Rs411.9 crore for the quarter ended March 2025, marking a strong recovery. The turnaround was supported by improved performance across key segments and resilience in advertising investment despite rising input costs.

Palm oil prices, an essential raw material for GCPL’s soap brands like Cinthol and Godrej No. 1, rose more than 50 percent last year. Nevertheless, the company maintained steady advertising expenditure, absorbing the additional cost rather than pulling back on brand investments.

As a company, Sitapati said, they are "big believers in advertising”, noting that GCPL’s advertising and publicity expenses rose modestly to Rs310.07 crore in the quarter, up from Rs306.29 crore a year earlier.

The company also hosted a panel discussion during its investor meet, featuring the heads of its three core internal capabilities—media, creative, and design. The conversation highlighted the strategic advantages and tangible gains achieved through the continued in-housing of these critical functions.

Despite the strain on profitability, GCPL views its advertising investments as a long-term play, with Sitapati stressing that absorbing the short-term pressures was the prudent choice. GCPL has pivoted away from traditional media silos, now focusing solely on "cost per reach," a metric that dictates every media investment decision. This shift has led the company to adopt a neutral stance on media channels, including digital, linear TV, and connected TV.

Looking ahead, GCPL has significantly ramped up its advertising spend over the past three years. Sitapati indicated that while the company may pause and assess the current pace of investment, it remains committed to maintaining high levels of marketing expenditure for the time being.

For the full fiscal year 2025, GCPL reported a consolidated profit of Rs1,852.3 crore on revenue of Rs14,364 crore. Advertising and publicity expenses totaled Rs1,369.2 crore for the year.

Still, challenges remain. The company acknowledged ongoing pressure on urban demand, and earnings before interest, taxes, depreciation and amortization (EBITDA) for the fourth quarter fell 9 percent to Rs2,160 crore. The rise in palm oil prices was cited as a key factor impacting margins.

Segment-wise, GCPL’s home care division grew by 14 percent, buoyed by strong performance in its insecticide business. The company’s Goodknight Agarbatti product has emerged as a market leader, benefiting from seasonal demand and gains in market share.

The personal care segment, which includes hair color and handwash products, saw 4 percent growth in the quarter.

International operations also showed promise. Revenue in Africa, the United States, and the Middle East rose by 23 percent, with EBITDA in those regions climbing 37 percent year-on-year to Rs116 crore. In Indonesia, growth was more modest, with a 1 percent increase in sales in constant currency terms.

GCPL said consolidated organic volumes rose 6 percent in the fourth quarter, led by 4 percent growth in India and 5 percent in Indonesia. For the full year, volume growth stood at 4 percent, supported by solid performance across both domestic and international markets.

<a href="https://www.storyboard18.com/advertising/gcpls-sitapati-defends-ad-spend-says-no-plans-to-cut-despite-margin-pressure-55165.htm">Read more: GCPL's Sitapati defends ad spend, says no plans to cut despite margin pressure</a>

<a href="https://www.storyboard18.com/watch-listen/bombay-is-the-global-mecca-of-advertising-gcpls-sudhir-sitapati-18114.htm">WATCH: Bombay is the global Mecca of advertising: GCPL's Sudhir Sitapati</a>

Godrej Consumer stands firm on ad spending, bullish on in-housing capabilities; 'Big believers' says MD Sudhir Sitapati

The US Department of Justice (DOJ) is increasing the pressure on Google in its legal fight, now demanding the tech giant sell off its AdX digital ad marketplace and DFP ad management platform. This move comes amid accusations of Google illegally monopolizing the ad-tech sector, as per reports.

In a recent court filing, the DOJ argued that forcing these sales is necessary to break down Google's alleged monopolies and encourage more competition in the ad exchange and publisher ad server markets.

Read More:<a href="https://www.storyboard18.com/how-it-works/how-googles-ad-tech-power-skews-transparency-and-competition-in-india-62886.htm" rel="noopener" target="_blank">How Google’s ad tech power skews transparency and competition in India</a>

A US district judge, Leonie Brinkema, previously agreed that Google holds a monopoly over the essential tools used by online publishers to host ad space and the software that enables transactions between publishers and advertisers. Judge Brinkema stated that Google had "wilfully engaged in a series of anticompetitive acts," ultimately granting it "monopoly power in the open-web display publisher ad server market."

In a separate legal challenge, the DOJ contends that Google used exclusionary agreements, such as its multi-billion dollar annual payments to Apple to be the default search engine on iPhones, to block competitors. Furthermore, in August 2024, a federal judge ruled that Google had acted illegally to maintain its search monopoly.

Read More:<a href="https://www.storyboard18.com/how-it-works/could-googles-cookie-delay-usher-in-a-post-google-ad-era-63397.htm" rel="noopener" target="_blank">Could Google's cookie delay usher in a post-Google ad era?</a>

Google has suggested alternative solutions to foster competition, such as behavioral changes to improve competitors' access to real-time bidding. However, the company insists that the court cannot legally compel it to sell its businesses.

Lee-Anne Mulholland, Google's Vice President of Regulatory Affairs, told Reuters that the DOJ's additional divestiture proposals "go well beyond the Court's findings, have no basis in law, and would harm publishers and advertisers."

Google's Ad Exchange (AdX) is a real-time marketplace where publishers and advertisers can automatically buy and sell digital advertising space, often through real-time bidding (RTB). The DFP platform allows publishers to manage and deliver advertisements on their websites.

Read More:<a href="https://www.storyboard18.com/how-it-works/google-ads-costs-soar-cpcs-up-30-100-across-key-industries-brands-are-fighting-back-55677.htm" rel="noopener" target="_blank">Google ads costs soar: CPCs up 30%-100% across key industries, brands are fighting back</a>

DOJ turns up the heat on Google, seeks divestiture of ad tech assets

In a significant move to bolster its AI capabilities for developers, OpenAI, the creator of ChatGPT, has reportedly agreed to acquire Windsurf, an AI-powered coding assistant previously known as Codeium, for approximately $3 billion. Sources familiar with the matter disclosed the potential acquisition, which would mark OpenAI's largest to date, as per reports.

While the deal is yet to be finalized and both companies have declined to comment, the acquisition signals OpenAI's intent to aggressively compete in the burgeoning market for AI-driven coding tools. These systems are designed to aid programmers by generating code based on natural language prompts, reports further revealed.

Windsurf, operating under the formal name Exafunction Inc., was recently valued at $3 billion during funding discussions with investors like Kleiner Perkins and General Catalyst. This represents a substantial increase from its $1.25 billion valuation in a previous funding round last year.

The acquisition comes at a time of increasing competition in the AI coding assistant space, with rivals such as Anthropic and Microsoft-owned Github already offering similar tools. Several startups, including Anysphere, the company behind Cursor, have also attracted significant investor interest.

This potential acquisition follows OpenAI's recent $40 billion financing round led by SoftBank, which valued the company at $300 billion. Earlier this week, OpenAI also announced it would retain its non-profit structure following public feedback on a proposed restructuring.

ChatGPT maker OpenAI to acquire AI coding tool Windsurf in $3 bn deal

The government is reportedly intensifying efforts to bring foreign digital service providers under the ambit of the Goods and Services Tax (GST). According to a CNBCTV-18 report, this initiative aims to ensure that global digital companies contributing significantly to the Indian market also contribute their fair share to the national exchequer.

The government's focus is on foreign entities offering digital services, such as streaming platforms, online gaming, and cloud services to Indian consumers. These services fall under the category of Online Information and Database Access or Retrieval (OIDAR) services. Under the current GST framework, these services are subject to an 18% tax. However, compliance has been inconsistent, with many foreign providers not registering for GST or remitting the appropriate taxes.

The report stated that the Directorate General of GST Intelligence (DGGI) has initiated several enforcement measures to ensure foreign digital companies follow Indian tax regulations. These efforts involve urging large Indian businesses, who either utilize these platforms or contribute to their revenue, to provide relevant information and encourage the overseas firms to register under GST.

The DGGI has reportedly urged Indian payment gateways such as Pine Labs, Razorpay, and Cashfree to stop processing payments to foreign firms that haven't registered for GST. Additionally, the tax authorities have started collecting transaction data from banks and the Reserve Bank of India, and are considering data-sharing arrangements with foreign governments.

It is to be noted that the move may cover a wide range of sectors, including cryptocurrency exchanges, online universities, edtech companies, cloud software providers, content platforms, AI tools, design services, online advertising, digital content providers, and cloud storage solutions, claimed the report.

India’s push to bring foreign digital services under its GST framework aligns with global trends, as governments across Europe and other regions seek to tax tech companies that operate across borders but lack a physical presence. Interestingly, such measures have sparked opposition from countries like the United States. Washington has previously argued that these digital tax rules unfairly target American companies, raising the risk of international legal challenges and escalating trade disputes.

Tax authorities crack down on foreign digital firms to enforce GST compliance

Amid coverage of the Pahalgam terrorist attack, YouTube viewers encountered an unsettling reality: ads from brands like Blinkit, Swiggy Instamart, Goibibo, Niyo, Myntra, Urban Company, Farmley, and others were running alongside footage of grief and violence. Whether it was pizza chains, astrology services, or health food products, these ad placements were not deliberate; they were the consequence of automated programmatic systems failing to account for emotional context.

From travel aggregators to skincare and grocery delivery services, commercial messaging appeared moments before or below footage of national grief and violence, not as conscious placement, but as collateral damage of automation. Even platforms like Google and Meta which claim to offer brand safety controls appear to be falling short.

Niyo was the only brand among Blinkit, Swiggy, Myntra, Urban Company, Hoichoi, Goibibo, Nykaa, and Farmley to respond to Storyboard18’s queries, while Meta did not comment. A BookMyShow ad was even spotted beneath a user’s mourning status on Facebook. 

However, BookMyShow later clarified that while the personalised nature of platforms like Meta may occasionally position their ads near sensitive content, they actively work with advertising partners to ensure suitable brand environments and closely monitor placements to maintain high safety standards.

Together, these examples reflect a growing concern in India’s digital ad ecosystem: the context collapse of programmatic advertising, where brand messaging risks becoming tone-deaf, intrusive, or outright offensive — not by intent, but by automation.

Read More:<a href="http://Context collapse: When programmatic automation turns brand messaging tone-deaf" rel="noopener" target="_blank">Context collapse: When programmatic automation turns brand messaging tone-deaf</a>

Sandeep Goyal, Managing Director at Rediffusion, offers a reality check, "The machine is focused on bidding optimally for an ad aperture. It is impervious to the ad environment - which can change in real time. So safety guarantees will require dramatic re-engineering of the ecosystem. It is actually a contrarian requirement - advertisers want to be seen in hi-context environments but the same events could be violent and gory and therefore undesirable. So I am not sure whether advertisers can have both - high traffic targets and no gore."

The Loss of Control

KV Sridhar, also known as Pops, Global Chief Creative Officer at Nihilent, echoes similar concerns about loss of contextual control in today’s algorithmic ad ecosystem.

"See, earlier there was control — when do you show the ad, in what context, and to which audience. Now, with all the algorithms, you have no control." He explains that people are consuming content passively, and "whatever you're watching... nobody really wants to put an ad in the context of editorial that is not aligned."

In traditional campaigns, "we try paid advertising very hard to be known to the context. You see cricketers used in cricketing ads, film stars used in Filmfare or movie-related associations... there is a relevance of either communal harmony, peace, or any nationalistic theme."

But with digital platforms, that relevance often vanishes. "Because of technology, we are unable to control most of the ads that pop up... It’s difficult to control, and it is irritating." Even during breaking news, he says, "you’ll have sponsored ads that take the entire mood off."

"Here there is absolutely no correlation between what you are watching and what ads appear. If you’ve visited a website or an e-commerce platform and searched for skincare, and then come back to watch something else, skincare advertising will still appear."

Context Collapse in the Performance Era

What we’re witnessing is the erasure of emotional nuance in favor of automated performance.

"It does not matter what content you’re watching, because that was a different course and a different algorithm." Pops believes that to get true empathy from consumers, "you need to understand their sentiments. That’s what emotional advertising is about."

The fragmentation has led to dissonance. "In the past, we knew what commercials we were watching... the context mattered to the audience. But now, the audience is taken for granted and served whatever — and that leads to dissonance."

He adds, "It is very important that the context in which your ad is placed should be planned, and brands must have control over that — not let algorithms decide." But in today’s performance-obsessed ecosystem, "algorithms are going wild... even if you look at an issue once, that ad will haunt you till you buy it."

Big Tech's Role in the Breakdown

Pops points to the mechanics of ad platforms themselves as part of the problem. "Google asks you to set your target audiences... Serving the ad is algorithmically controlled by the platforms." This hands-off control means, "brands are subscribing to whatever those platforms dictate, because they want the reach."

"That’s the problem with cookies — it's all about targeting and retargeting. What is retargeting? Whether you're retargeting a commercial message or editorial, it's the same."

Read More:<a href="https://www.storyboard18.com/advertising/exclusive-meta-to-allow-alcohol-real-money-gambling-ads-on-its-platform-in-india-40062.htm" rel="noopener" target="_blank">EXCLUSIVE: Meta to allow Alcohol, Real Money Gambling ads on its platform in India</a>

Prem Sharma, Vice President Marketing at Swanrose Inc., believes the lack of contextual intelligence stems from an industry chasing reach at all costs. "It has to be a shared responsibility across the team. It can never rest on one shoulder... People are just running behind impressions and cost per impression—how to bring it down and get the right consumers to see the ad."

He emphasizes that brands must define their own ethical boundaries. "For the brand I'm building, I don't talk to any audience under 40 years of age... that’s a non-negotiable."

"Similarly, brands need to make their social responsibilities part of the KPI for brand managers... Once agencies start asking for contextual safeguards from platforms like Meta and Google, those platforms will have to follow." On platform accountability, he adds, "Meta has been shrugging off all responsibility and putting it all on brands now... Meta is more sneaky about it. So, in a way, Meta is even more shrewd."

"Google still tries to segregate... Somewhere in their DNA, they’ve retained that clarity, though it might have diluted over time."

Automation and Systemic Gaps

Rahul Vengalil, CEO and co-founder of tgthr, notes that while the problem isn’t new, its scale and consequences have grown. "This has been there for ages — the question of brand safety... but at the end of the day, the digital ecosystem is so vast, and it is so unpredictable."

He adds that OTT and TV platforms have stronger editorial safeguards, but for "public platforms like Facebook and Meta... brand safety depends on the moderator's thinking process." On automation, "the system is optimized to deliver on efficiency. It is not optimized to deliver on many other things."

"Unless there is a precedent... Only when that brand figures out that this has happened, can the client and agency flag it in the system, and then the system learns for the future.To actually do this will cost money... So if brands are really serious, then it's an additional investment which they need to earmark for."

Akshat Khetan, Founder of AU Corporate Advisory and Legal Services brings in the legal lens. "Brands are often linked to the content that they appear alongside... advertisements next to depressing, bigoted, or violent material may lead to boycotts, public outrage and a decline in brand trust."

He adds, "Brands may be subject to fines or required compliance inspections... There is also an increasing discussion about the ‘duty of care’ in digital advertising contexts, which could grow into legal responsibilities for brands."

The Way Forward

As Gopa Menon, Chief Growth Officer for APAC at Successive Digital, outlines, brands must evolve their approach by implementing inclusion-based strategies, adopting multi-layered protection, and establishing clear crisis protocols. They should also prioritise transparent supply paths, balance automation with human oversight, and align their measurement metrics with brand values.

In a cookie-less, high-risk environment, brands must prioritise inclusion-based strategies over exclusionary ones. Instead of merely blocking unsafe content, advertisers should shift to allowlisting trusted publishers and environments to maintain greater control. Multi-layered protection is essential including pre-bid filters, post-bid verification, human review for high-visibility placements, and real-time monitoring to provide comprehensive brand safety.

Establishing clear crisis protocols is also critical, with brands developing procedures for pausing or redirecting campaigns during sensitive news cycles, alongside clearly defined authority and implementation timelines. Transparent supply paths must be prioritised, especially with the delayed deprecation of third-party cookies. This window allows brands to build first-party data relationships with trusted publishers and demand greater visibility into where their ads appear.

While automation plays a central role, it must be balanced with human oversight. Particularly for campaigns running adjacent to emotionally charged or news content, human judgment remains indispensable. Finally, brands must expand their definition of success. Measurement metrics should go beyond cost-efficiency to also account for brand safety compliance and contextual relevance aligning performance with brand values.

"The persistent challenges in brand safety highlight why many brands are reconsidering their digital media approaches, sometimes shifting budget to more controlled environments despite potential reach limitations. As the cookie-less future remains a mystery, I guess quality placements over quantity may represent the best way ahead."

Read More:<a href="https://www.storyboard18.com/how-it-works/could-googles-cookie-delay-usher-in-a-post-google-ad-era-63397.htm" rel="noopener" target="_blank">Could Google's cookie delay usher in a post-Google ad era?</a>

Your tragedy, their ad: Has digital advertising lost its soul?

In the midst of a growing controversy around digital content and public accountability, a few months back YouTube had taken down a video featuring YouTuber Ranveer Allahbadia, popularly known as BeerBiceps, following a takedown request from the National Human Rights Commission, according to media reports.

The video, part of stand-up comedian Samay Raina’s show India’s Got Latent, drew widespread criticism for its vulgar and offensive content.

With public sentiment boiling over, both the Information and Broadcasting Ministry and the IT Ministry had reportedly stepped in, planning strong action under the IT Rules to prevent similar content from slipping through in the future. Meanwhile, comedian Kunal Kamra also found himself in hot water with the Shiv Sena for his comments on Maharashtra Chief Minister Eknath Shinde.

A Timely Coincidence or a Much-Needed Move?

Amidst this climate of tightening scrutiny and political pressure, the timing of the Indian Influencer Governance Council’s (IIGC) launch seems, at best, a striking coincidence. But perhaps, given the current tone of the digital discourse, it’s exactly the moment the industry needed it most.

Addressing the timing of IIGC's launch, Sahil Chopra, Chairman, IIGC, says, "I’d been thinking about launching the council for the last 12 to 18 months. Other priorities delayed it. The launch is more a response to how fast content consumption is growing — especially regional and vernacular content. The influencer industry is evolving rapidly. While it’s a coincidence that the launch came around the time of some controversies involving top creators, there’s no direct correlation."

According to Chopra, the creator economy today rests on four major pillars: creators, consumers, brands, and platforms (primarily Meta and YouTube in India). Each of these groups brings its own set of challenges to the table. Influencers are increasingly uncertain about what content crosses the line, brands struggle to moderate the tone and message of influencer campaigns, and consumers feel overwhelmed by the sheer volume and ambiguity of the content they see.

"Just recently we had over 100 pieces of influencer content requested for takedown due to DeFluence violations," Chopra says. "Consumers are also overwhelmed by the volume of content and unsure what to trust. So IIGC isn’t tackling just one issue — we’re addressing a broad range of problems, one by one."

Is the IIGC Tilted Toward Brands?

One pressing concern is whether the IIGC — being an industry-led initiative — might inadvertently serve brand interests over creator concerns.

"Absolutely not skewed," Chopra clarifies. "The current code is for influencers, so it might look brand-tilted. But we’ll soon have codes of standards for brands and consumers too. Once that happens, it’ll be a level playing field. In fact, we’ll be launching some initiatives that are pro-influencer in the coming weeks — including an IP that’s focused entirely on supporting influencers."

The question of enforcement looms large: will IIGC have real teeth, or is it more symbolic?

"Right now, we’re requesting compliance and aiming for moderation," Chopra explains. "In the future, we’ll likely have systems to flag influencers so brands can choose not to work with them. Eventually, we may introduce a formal complaint forum. But as of now, we’re not enforcing anything authoritatively."

Another hot-button issue is payment delays and exploitative contracts - a recurring pain point for influencers.

"Yes, eventually," Chopra says, when asked if IIGC would address these concerns. "From our experience, though, these aren’t very widespread. There are occasional offenders, but many issues arise from miscommunication or misunderstanding. Both influencers and brands need to find common ground to make their partnerships more fruitful."

Self-Regulation vs Government Involvement

As regulatory interest around influencer marketing grows, many wonder if IIGC will work with existing frameworks like ASCI or push for government collaboration.

"We’re a self-regulated body, just like ASCI," Chopra says. "We’ve announced a partnership with MMA, and we’re open to more industry collaborations in the future. As for the government, we don’t currently plan to tie up with them — we prefer to remain a self-regulated organization."

ASCI, the Advertising Standards Council of India, laid the initial groundwork for influencer guidelines in 2021. Manisha Kapoor, Secretary General at ASCI, says, "ASCI’s Influencer Guidelines, introduced in 2021, were the first to establish a strong foundation for transparency and responsibility by requiring influencers to clearly disclose their material connections with brands and to be truthful about any claims they might make."

She adds that the launch of a body like IIGC is timely, considering the growing maturity of the space. "Influencer advertising is seeing greater advertising spends and is becoming mainstream. Therefore, it is timely that a platform is being created to address the opportunities and challenges related to influencer marketing."

While acknowledging IIGC’s broader focus, Kapoor also notes the importance of harmonization across codes. "While ASCI’s and CCPA’s code primarily deal with consumer protection, the IIGC code also has guidelines related to mutual issues between advertiser and influencers. As with traditional advertising, we are likely to see both horizontal and sectoral codes emerging in influencer advertising. ASCI already has specific codes for health and finance influencers as we believe that these are sectors which pose greater consumer vulnerability."

"With the massive scale of digital advertising and influencer marketing, it is important that industry codes are harmonised so that there is clarity. Codes take a lot of effort to be implemented and this needs building consensus and credibility amongst stakeholders, creation of a fair process, developing expertise in monitoring, investigation and the jury process," Kapoor adds.

Is IIGC Saying Anything New?

While the emergence of new bodies like IIGC signals progress, not everyone is convinced it’s reinventing the wheel. Rachit Sharma, Head of Brand Partnerships at Qoruz, says, "New bodies may bring fresh perspectives to the table, and it’s encouraging to see more groups take an interest in building a stronger creator economy. But in terms of actual impact, much of what’s being suggested isn't vastly different from what ASCI has already laid down, which is where most of the industry continues to anchor itself."

Read More:<a href="https://www.storyboard18.com/how-it-works/the-rise-of-influencer-cartels-gaming-the-system-or-just-playing-smart-59501.htm" rel="noopener" target="_blank">The rise of Influencer Cartels: Gaming the system or just playing smart?</a>


"At Qoruz, our belief has always been that good influence is measurable. The Creator Authority Score is our way of helping brands go beyond the surface, it’s not about who’s the loudest, but who’s the most trusted, consistent, and contextually relevant."

Sharma adds, "Regulations, formal or otherwise, often act as signals that a space is reaching a tipping point. In that sense, yes, it’s a nudge for the ecosystem to evolve into something more transparent, accountable, and outcome-focused."

But he also cautions against a top-down approach. "But for that maturity to be meaningful, the shift can’t just be compliance-led. It needs to be ecosystem-led. Today, a lot of the narrative is still shaped from a brand or agency lens and while those perspectives are crucial, real progress comes when creators are equal stakeholders in the process, not just recipients of new rules."

Bridging the Knowledge Gap Among Small Creators

Ritesh Ujjwal, Co-Founder of Kofluence, highlights a challenge many overlook. It's the regulatory literacy gap among micro and nano influencers. "Regulatory bodies like ASCI have brought much-needed clarity to influencer marketing, but it’s also surfaced a significant challenge: ensuring consistent compliance across a diverse creator base, particularly among micro and nano influencers who may not fully grasp regulatory nuances. This gap in understanding can lead to non-compliance, risking penalties and causing brands to hesitate when partnering with smaller creators."

"Kofluence addresses this by going beyond reactive fixes and leveraging our AI platform to enforce standards proactively, ensuring creators meet regulatory expectations without stifling their creativity," Ujjwal says.

He also highlights the need for regulation in sectors like finance, where the risks are higher."In recent times, concerns about fake engagement, undisclosed promotions, and misleading content have become more prevalent across the influencer marketing landscape. For example, in the finance sector, we've seen the rise of finfluencers sharing unverified investment advice, highlighting the urgent need for regulatory measures to ensure transparency and protect consumers. This shift is driving the industry toward creating a safer, more accountable digital environment."

Read More:<a href="https://www.storyboard18.com/how-it-works/is-your-favourite-influencer-real-the-blurring-lines-of-authenticity-in-the-age-of-ai-59509.htm" rel="noopener" target="_blank">Is your favourite influencer real? The blurring lines of authenticity in the age of AI</a

Can IIGC tame the wild west of influencer marketing?

Authors, poets, emerging writers, and public figures gathered at Bikaner House for the Storyboard18 Delhi Literature Festival, where themes of memory, innovation, and public life converged in a series of eclectic and thought-provoking sessions.

<a href="https://www.storyboard18.com/special-coverage/literary-luminaries-diplomats-and-policymakers-gather-for-delhi-literature-festival-64311.htm">Read more: Literary luminaries, diplomats, and policymakers gather for Delhi Literature Festival</a>

Among the notable speakers was Bansuri Swaraj, senior advocate and Member of Parliament, who urged young Indians to embrace public service and spoke optimistically about the economic potential of the country’s burgeoning gaming industry. Reflecting on personal legacy, she paid tribute to her mother, the late Sushma Swaraj, the former External Affairs Minister widely remembered for her accessibility and commitment.

“My mother always had time for everything in her life and was a brilliant time manager,” Swaraj recalled. In a poignant anecdote, she described how Sushma Swaraj, after a long day of work, once returned home near midnight to fulfill a promise to her daughter’s friends. “She woke us up with ice cream from India Gate, determined to keep her word,” she said. “That left a mark on me for life.”

The day’s events unfolded with a broader meditation on the intersection of creativity and technology. Author and columnist Ravi Shankar Etteth opened a session on artificial intelligence and artistic expression, discussing his book Rhapsody Road: Poetic Journeys Through Dreams with podcaster Lipika Bhushan. Etteth explained how he harnessed AI tools to create evocative illustrations for his poetry and even composed music to accompany his verses. “Sometimes it took minutes,” he said. “Other times, a full day. But AI allowed me to visually interpret the emotional timbre of my poems.”

The session concluded with a live demonstration — Etteth played three original songs derived from his poetry, a performance that drew warm applause from the audience.

History and memory remained central themes throughout the day. Diplomat and poet Abhay K discussed his recent work Nalanda — How It Changed the World, an exploration of the ancient university’s influence on global thought. “It wasn’t just a center of learning,” he said. “It was the birthplace of the university as we know it.” He detailed Nalanda’s contributions to fields as varied as medicine, alchemy, and public health, noting its continuing relevance in contemporary debates on knowledge and heritage.

In another session, former diplomat Lakshmi Puri explored the personal and political in her novel Swallowing the Sun, inspired by her parents’ love letters exchanged during the Indian independence movement. In conversation with CNN-News18’s Rahul Shivshankar, Puri spoke of the novel’s focus on gender equality and women’s empowerment through the journey of its protagonist, Malti. “It’s a story of resilience, love, and the fight for identity during one of the most turbulent times in India’s history,” she said.

The festival's second day closed with a conversation on the recently released biography Ratan Tata: A Life by Dr Thomas Mathew. Speaking with Storyboard18 editor Delshad Irani, Mathew offered a rare glimpse into the personal ethos of the late industrialist, who passed away in October 2024.

“He wasn’t someone who enjoyed vacations,” Mathew said. “Work was his way of finding meaning.” He described Tata as a man of humble habits, noting his preference for simple meals, often opting for a local pizza joint over luxury dining.

The day’s events offered a sweeping view of the ways in which literature continues to intersect with leadership, legacy, and the human condition - on the page and far beyond it.

<a href="https://www.storyboard18.com/special-coverage/the-modi-decade-political-shifts-and-cultural-recalibration-explored-at-dlf-2025-64307.htm">Read more: The Modi Decade: Political shifts and cultural recalibration explored at DLF 2025</a>

<a href="https://www.storyboard18.com/brand-makers/gaming-is-a-new-avenue-for-indias-economic-strength-says-bansuri-swaraj-at-dlf-2025-64393.htm">Read more: 'Gaming is a new avenue for India's economic strength,' says Bansuri Swaraj at DLF 2025</a>

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