Sharath Dasari, Co-Founder & COO at Flutch, notes: “Brands today are evaluating creators on credibility and category expertise. We are building compliance into our workflows through structured onboarding and ongoing monitoring of both past and live content.’

From Influence to Accountability

What is unfolding is more than a regulatory crackdown – it is a systemic shift toward professionalisation. As AI-driven tools like Sudarshan enable real-time surveillance, the gap between publishing content and assuming professional liability is rapidly closing.

Dasari captures this transition succinctly: “This shift is also pushing the industry toward always-on monitoring. One-time vetting is no longer enough, brands need continuous checks across a creator’s content history. This is not about limiting creators to lifestyle content, but about helping them operate responsibly. As regulations evolve, trust will become the most valuable currency in the creator ecosystem.”

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