The Ministry of Information and Broadcasting (MIB) is working on a comprehensive framework to regulate online advertisements, including influencer marketing, in response to the increasing complexity and scope of digital advertising. This initiative comes as part of the Ministry’s allocation of business to ensure responsible and ethical practices in the digital ad space, The Storyboard18 reported.

The Ministry, in its submission to the Parliamentary Standing Committee on Communications and Information Technology, highlighted that it is in the process of formulating rules for regulating online advertisements. This was outlined in the committee’s Third Report on Demands for Grants (2024-25) issued on December 16, 2024. The rules aim to bring clarity and accountability to content shared by online publishers and influencers.

The move follows the Central Government’s amendment to the Allocation of Business Rules in July 2023, which brought online advertisements, as well as audio-visual content by digital publishers, under the jurisdiction of the MIB. The revised mandate now includes films, OTT content, news on digital platforms, and online advertisements.