Abstract

In today’s digital world, we have seen a shift from traditional advertising to a new group of online figures known as social media influencers. In the finance realm, they are often called “finfluencers”. These individuals have built large followings and offer financial advice on platforms like Telegram, YouTube and Instagram. They mainly target people who are new to investing and looking for guidance in stock market investing. However, there’s a worrying trend where some of these finfluencers manipulate stock prices and give the advice to benefit themselves, often at the expense of unsuspecting investors. This has become a concern for regulators whose main job is investor protection. This article highlights that the existing regulatory framework struggles to effectively regulate finfluencers and suggests strategies that the Securities and Exchange Board of India (hereinafter “SEBI”) can use to address these challenges and safeguard the interests of investors as the financial world continues to evolve in the digital age.

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