Should influencers pose as subject matter experts?

Influencers have emerged as the new-age celebrities on social media platforms, with their followers often mistaking the advice in their catchy videos and peppy talks as the gospel truth. However, with great clout comes greater responsibilities; a fact that content creators are realising the hard way.

In February 2024, Dr CS Pramesh, director of Mumbai's Tata Memorial Hospital advised Zerodha co-founder and CEO Nithin Kamath to avoid medical advice from "random influencers" after the latter suffered a mild stroke. Dr Pramesh's tweet came in response to a social media influencer medical advice to Kamath, and many doctors refuting this guidance.

Government agencies are also stepping up to rein in this trend of influencers giving unsolicited and inexpert information. A week ago, the Securities and Exchange Board of India (SEBI) cracked down on financial influencers, or ‘finfluencers’ as they are popularly called. The regulatory watchdog has barred SEBI-regulated entities and their agents from having any association directly or indirectly with any other person who provides advice or recommendation in respect to securities—a move that is aimed at ensuring that financial advice provided to the public is credible and transparent.

These instances have once again stoked the underlying debate about the perils of influencers dispensing information, despite lacking the expertise, in a bid to gain eyeballs. With content creators posing as unqualified experts, how can social media platforms implement protocols to ensure that only qualified individuals advise in specialised areas?

Campaign asks experts their opinions on the subject and what measures can be taken to keep these influencers in check.

   Dr Mitali Rathod
   M.S OB-Gyn and content creator

In the information age, it is common for many to create content on diverse topics. However, advising on specialised areas like health, finance, or food requires a solid understanding and proper qualifications.

As content creators, we have a responsibility to ensure that our advice is both accurate and reliable. Promoting products or offering guidance without the right expertise can lead to misinformation and potentially harmful consequences.

While it is understandable that influencers might want to share content on varied topics, it is crucial that the information is accurate and well-researched. Building and maintaining trust with your community should always come first.

While promoting products or services is a part of being an influencer, some of these could pose risks, especially those not regulated properly. It is crucial to thoroughly research and evaluate the products you endorse. After all, the trust and time your community invests in you are invaluable, and maintaining that trust should be a top priority.

   Tejas Yadav
   Fitness influencer

It is not right to promote products or advise on things that we have limited information about because we have a certain credibility towards our audience. We must gain knowledge, if that is accessible, and if not, then we should refrain from promoting or advising on such topics.

It is perfectly fine to advise on health, food or finance, irrespective of whether we have a degree or proper qualification to do so because we tend to show our journey to our audience and whatever we learn through our experiences in an informative way. It is not necessary to have theoretical or practical knowledge which is science-based.

For instance, my audience is not concerned about the technicalities of things. They are interested in my journey and have been with me for seven years. So, based on my experiences and journey, I give tips on fitness for which I don’t need any qualifications.

Influencers don’t need to promote or talk on topics they do not know about as you can only sustain on social media if you provide accurate information. Failing this, there is a high likelihood of getting trolled, and the audience will automatically filter it out.

   Dr Prashant Mali
   Cyber law and public policy expert

Many influencers on social media platforms have started considering themselves subject matter experts. While there are some generic topics that do not harm anyone, subjects that need expertise in the field should be left alone.

Influencers trying to impersonate experts may face the strict new law Bharatiya Nyaya Sanhita (BNS) 2023 section 318 (4) (cheating), 319 (2) (cheating by personation), and under the IT Act sections 66 (C) (identity theft) and 66 (D) (impersonation using an electronic device) and can be jailed for some time. Media platforms should also check the credentials of these influencers and provide them with verified credentials badges. If found non-qualified, all accounts should be deleted with official complaints.

   Ramya Ramachandran
   Founder
   Whoppl

For any industry, giving half-baked information or having limited knowledge and claiming expertise is always incorrect because people trust that the information provided is well-researched and accurate. Influencers without the right qualifications advising on topics that need know-how are especially problematic, as their followers might make significant financial or health decisions based on this advice.

Hence, there is a call for better monitoring and, perhaps certification to ensure influencers are qualified to give such advice. Product reviews and testimonials should be marked as personal opinions of the individual influencer. To ensure transparency and quality, there should be protocols that only qualified individuals can discuss certain topics and this should apply across industries, including media houses, celebrity endorsements, and influencers.

While some influencers take extra steps to understand the brands they promote, many do not. This issue extends beyond influencers to celebrities who often endorse products they do not use. Media outlets also sometimes fail to perform proper due diligence.

   Ambika Sharma
   Founder and MD
   Pulp Strategy

The SEBI verdict, not specifically targeting finfluencers, is a nuanced decision. While freedom of speech is important, there is a clear need for responsibility in financial advice.

It is generally irresponsible for influencers without proper qualifications to promote products or advise on subjects they have limited or no knowledge about. Such actions can mislead their audience and result in poor decision-making.

It is dangerous when influencers talk about things solely for promotional gains. Misinformation in these domains can have serious consequences for the well-being of their followers, who trust them, and misleading advice can lead to adverse outcomes, including financial loss or health issues.

Social media platforms should implement protocols to ensure that only qualified individuals advise in specialised areas. This could involve stricter verification processes and content moderation to maintain the integrity and safety of the digital ecosystem. Overall, there needs to be a balanced approach where influencers can share their views responsibly while protecting consumer interests through appropriate regulations and platform protocols.

  Tom Stany
  Senior brand and category marketing manager
  Boult

Influencers are pivotal to our ecosystem, serving as genuine voices in diverse niches. We seek influencers who go beyond endorsing brands to advocate for them, fostering trust and open dialogue with consumers.

We prioritise ethical practices and responsible influence, ensuring transparency in product endorsements and advocating for qualifications in dispensing advice. Genuine influencers understand their responsibility to uphold integrity, declining deals that compromise trust or endanger their audience.

While advocating against complete censorship, we support platforms promoting qualified voices and encourage influencers to acknowledge limitations and direct followers to experts when necessary. Assuming the mantle of key opinion leaders demands great responsibility; influencers must ensure ethical conduct and positive outcomes.