SEBI’s Regulatory Initiative: Navigating Landscape of Finfluencers for Investor Protection

November 30, 2023
financial influencers

By Rupin Chopra and Shantam Sharma


In the vast expanse of our social media feeds, where memes and cat videos compete for attention, a new breed has emerged—financial influencers, affectionately known as ‘finfluencers.’ These are the folks who claim to have cracked the code to financial success while we mere mortals are still struggling to decipher our monthly utility bills. Almost all of us, while endlessly scrolling through our social media feed, have heard phrases like, “How do you know all this? Because I follow Finance with ABC/XYZ!” It’s as if financial wisdom is hidden in the depths of Instagram stories and Twitter threads.

However, the surge in popularity of finfluencers has brought to light various concerns, prompting regulatory bodies like the Securities and Exchange Board of India (SEBI)[1] to take proactive measures. This article explores SEBI’s recently released consultation paper[2] , aiming to critically analyze the implications for investor protection and market integrity.

The Finfluencer Landscape

Finfluencers are individuals who, through digital platforms such as YouTube, Instagram, Telegram, or other mediums, provide information and advice on financial topics. The rapid growth of retail investors[3] in the stock market, especially during the uncertainties of the Covid-19 pandemic, fueled the ascent of finfluencers in 2020. With followers ranging from thousands to millions, these influencers have become influential players in shaping financial decisions.

Concerns Surrounding Unregistered Finfluencers

SEBI’s attention has been drawn to the activities of unregistered finfluencers who operate without the necessary regulatory oversight. While some finfluencers genuinely aim to educate their followers, many operate as unauthorized Investment Advisers (IAs) or Research Analysts (RAs). The lack of regulatory scrutiny raises questions about the qualifications, expertise, and potential conflicts of interest these influencers may have.

For instance, consider a scenario where an unregistered finfluencer endorses a particular financial product without disclosing their association with it. This lack of transparency poses a risk to investors who may unknowingly act on biased or misleading advice.

Disruption of the Revenue Model

SEBI’s proposed measures are designed to disrupt the revenue model for unregistered finfluencers, particularly those who receive compensation for promoting financial products or services. This compensation may come in various forms, including referral fees, non-cash benefits, or profit-sharing arrangements with the underlying product or service.

To illustrate, an unregistered finfluencer might receive a referral fee for each user who engages with a promoted product or service. The undisclosed nature of such arrangements raises concerns about the objectivity of the financial advice provided, potentially leading investors to make decisions influenced by hidden incentives.

Guidelines and Registration for Finfluencers

SEBI’s regulatory framework suggests that finfluencers should register with the regulatory body and adhere to specific guidelines. This includes displaying their registration number, contact details, and investor grievance redressal helpline on their social media platforms. Additionally, finfluencers are expected to make appropriate disclosures and disclaimers in their posts.

For instance, a registered finfluencer might include a disclaimer highlighting their commitment to SEBI’s code of conduct and regulatory guidelines. This move aims to enhance transparency and accountability in the content shared by finfluencers, setting a standard for responsible financial advice.

Addressing Conflicts of Interest

Conflicts of interest have emerged as a central concern in SEBI’s regulatory framework. The consultation paper proposes restrictions on SEBI-registered intermediaries sharing confidential client information with unregistered entities, including finfluencers.

Consider a scenario where a registered intermediary collaborates with an unregistered finfluencer without adequately safeguarding client information. This lack of protection may compromise investor interests, emphasizing the need for stringent measures to ensure the confidentiality of client data.

Creating a Closed Ecosystem for Fee Collection

SEBI’s proposal includes the creation of a closed ecosystem for fee collection by SEBI-registered intermediaries. This ecosystem aims to ensure that investors’ payments reach only registered IAs and RAs, preventing unregistered entities, including finfluencers, from accessing the closed ecosystem.

This safeguard allows investors to identify and avoid potential risks associated with unregulated finfluencers. By restricting fee collection to registered intermediaries, SEBI aims to create a more secure and reliable environment for investors seeking financial guidance.

Industry Responses and Expert Opinions

Industry experts and market participants have responded positively to SEBI’s move to regulate finfluencers. A spokesperson4 from a leading wealth management firm emphasized the significance of the regulatory initiative in ensuring that investors receive accurate and unbiased information.

For instance, the capital markets regulator’s proposal to ban unregistered finfluencers from partnering with mutual funds and stockbrokers for promotional activities has been viewed as a step toward preserving authenticity and reducing fraudulent practices.

A representative from an online wealth management platform5 highlighted the potential conflict of interest within the finfluencer community. They emphasized the importance of clear disclosure regarding the financial arrangements between finfluencers and platforms they promote.

Another industry expert acknowledged the impact of finfluencers on their followers’ financial decisions. The proposed regulatory framework by SEBI is seen as a crucial step in holding finfluencers accountable and responsible for the advice they provide.


In conclusion, SEBI’s proactive regulatory measures regarding finfluencers underscore the commitment to investor protection and market integrity. As the financial landscape continues to evolve, regulatory frameworks must adapt to address the challenges posed by the dynamic nature of digital financial advice dissemination.

SEBI’s proposed framework, with its focus on registration, disclosure, and restrictions on associations, represents a significant step toward creating a transparent and accountable environment for investors. By disrupting the revenue model for unregistered finfluencers and ensuring stringent guidelines, SEBI aims to mitigate the risks associated with biased or misleading financial advice.

As the consultation process unfolds, the financial industry awaits a robust regulatory framework that not only safeguards investor interests but also fosters a culture of responsible and ethical financial content dissemination in the digital age.

[1] Available at:
[2] Ibid(1)
[3] Available at:
[4] Available at:
[5] Ibid (5)

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