Tuesday January 21, 2020
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Indian IT Act Silent On Social Media’s Manipulative Role

With a wide array of social media analytics tool available online it is not even difficult to spot the right influencers for their advertising programmes.

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social media
While celebrities with huge following running into millions on social media are known as macro influencers, even some people with small number of followers can earn big sum of money as influencers. They are known as micro influencers. Pixabay

If the Cobrapost investigation which revealed that several Bollywood celebrities were willing to pass views of political parties as personal opinion for money shook your conscience, but there is not much that you could do to restrict them from doing so because the relevant Indian law is silent on this matter.

The investigation revealed that more than 30 Indian film and TV industry actors/artistes agreed to spread the propaganda of political parties through their social media accounts for money.

“Taking money for tweeting on behalf of political parties is definitely unethical, but it is not illegal. The Information Technology Act, 2000 is completely silent on this,” Pavan Duggal, one of the nation’s top cyber law experts, told IANS.

What the investigation unearthed was just the tip of the iceberg. The rise in popularity of social media platforms actually opened up a relatively new advertising economy driven by “influencer marketing”.

social media

Just as social media companies have come up with transparency rules for political ads, they should have similar features for influencers so that people can distinguish between commercial space and personal space. Pixabay

Marketing firm Mediakix estimated that influencer marketing on Instagram alone could reach $2 billion by the end of this year from $1 billion in 2017.

While Instagram has over a billion monthly active users globally, its parent company Facebook has over 2.3 billion monthly active users and over 16 million people log in to Twitter every day. WhatsApp is another powerful platform which has over 200 million users in India.

The kind of reach that these social media platforms have can offer some idea about how big the influencer marketing business could be. Important here to mention is that it is not just celebrities who are the stars in this game.

While celebrities with huge following running into millions on social media are known as macro influencers, even some people with small number of followers can earn big sum of money as influencers. They are known as micro influencers.

With a wide array of social media analytics tool available online it is not even difficult to spot the right influencers for their advertising programmes.

“In the starting, celebrities were used as influencers for brand endorsement and marketing purposes, however, after social media, now everyone is a celebrity and everything is business including politics,” social media expert Anoop Mishra said.

In countries like the US, it is mandatory to put proper disclosure on paid posts. But only a few follow the rules.

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With the elections coming, political parties are not complaining much. A top WhatsApp executive recently even warned political parties against abusing its platform.
Pixabay

In India, due to lack of user awareness, it is even more difficult distinguish between a paid post and personal opinion.

With the elections coming, political parties are not complaining much. A top WhatsApp executive recently even warned political parties against abusing its platform.

“More than 10,000 official WhatsApp groups have been created by a leading political party to slam its rivals on social media,” Mishra said.

“Political discourse is going to be impacted by social media influencers. There is no two opinion about it,” Duggal said, adding that the consequences of this can be very serious as social media platforms are being used to create a highly-polarised atmosphere in the country.

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Just as social media companies have come up with transparency rules for political ads, they should have similar features for influencers so that people can distinguish between commercial space and personal space.

“Manipulation of social media platform for personal gain must be brought under the ambit of law without putting barriers on free speech,” Duggal added. (IANS)

Next Story

Four App Startups Sue Social Media Giant Facebook For Anti-Competitive Behaviour

The documents was obtained by NBC News and international journalistic partners

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Facebook
Facebook replied to the lawsuit, saying it has no legal basis. Pixabay

Blaming Facebook of anti-competitive behaviour, four app startups have sued the social networking giant, alleging that it inappropriately revoked developer access to its platform in order to harm competitors.

The lawsuit, filed in the US District Court for the Northern District of California on Thursday, is based on more than 7,000 pages leaked last year “from an ongoing lawsuit brought by another defunct startup known as Six4Three, which made a short-lived app known as Pikinis”.

The documents was obtained by NBC News and international journalistic partners.

The documents showed that CEO Mark Zuckerberg and other Facebook officials used their market position to squeeze potential rivals and competitors from 2011 through 2015.

“This action seeks to halt the most brazen, willful anticompetitive scheme in a generation — a scheme that verges on final, irreparable completion as of the date of this Complaint,” the complaint alleged in the class-action lawsuit.

“Facebook stands today as a paragon of unbridled market power”, said the lawsuit filed by The lawsuit was filed by LikeBright, Lenddol, Cir.cl Inc and Beehive Biometric Inc.

Facebook
Blaming Facebook of anti-competitive behaviour, four app startups have sued the social networking giant, alleging that it inappropriately revoked developer access to its platform in order to harm competitors. Pixabay

Facebook replied to the lawsuit, saying it has no legal basis.

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“We operate in a competitive environment where people and advertisers have many choices. In the current environment, where plaintiffs’ attorneys see financial opportunities, claims like this aren’t unexpected but they are without merit,” a company spokesperson was quoted as saying. (IANS)