• shaik zuberiya

Influence marketing has revolutionized advertising, enabling social media personalities to promote products directly to consumers. Platforms like Pinterest blur the line between personal content and commercial endorsement, raising complex questions of legal accountability. This paper examines the intersection of influence marketing and the law of agency, analyzing whether influencers, brands, or platforms are liable for false endorsements. It draws on Indian statutes such as the Consumer Protection Act, 2019, ASCI Guidelines, and IT Rules, alongside international frameworks including the FTC Endorsement Guides (16 C.F.R. § 255) and UK ASA regulations. Landmark cases Marico Ltd. v. Abhijeet Bhansali (2019), PepsiCo Inc. v. Hindustan Coca-Cola Ltd. (2003), FTC v. Lord & Taylor (2016), and FTC v. Teami LLC (2020),illustrate the evolving responsibilities of influencers and brands. The study concludes that liability should be shared and proportionate, emphasizing the need for a cohesive Indian regulatory framework that ensures transparency, protects consumers, and fosters ethical digital marketing practices.

"INFLUENCE MARKETING AND LAW OF AGENCY: WHO IS LIABLE FOR FALSE ENDORSEMENTS? ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 11, page no.a13-a21, November-2025, Available :http://www.jetir.org/papers/JETIR2511002.pdf

"INFLUENCE MARKETING AND LAW OF AGENCY: WHO IS LIABLE FOR FALSE ENDORSEMENTS? ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 11, page no. ppa13-a21, November-2025, Available at : http://www.jetir.org/papers/JETIR2511002.pdf