Clause Addition to the IT Act; Social Media Companies Now Responsible For All Nonuser Generated Content

What expedited the change was an issue that occurred in the previous year a disagreement regarding content between social media platform TikTok and Twitter-sponsored ShareChat where the latter had to bring down more than 100 videos from its platform. 

Right now, platforms like Facebook, Twitter and Instagram have certain features and tags through which ads and paid partnerships are displayed. Yet, publicists and advertisers state brands would rather push content through influencers to make it look increasingly organic. 

There is likewise no compulsion or onus on the influencers to highlight that the products and content they are supporting are paid for. 

However, Government authorities said such content, produced by influencers without the contribution of the social media platforms, may in any case not be secured by the most recent clause. This clause will relate to just such non-user produced content in which the platform is in some way involved.