The Biz Reporter
Srinagar, Mar 29: In a significant development for online content regulation, Shahr-e-Khaas Traders has filed a formal complaint with Jammu and Kashmir Police against YouTubers allegedly engaging in misleading advertising practices. The complaint, dated March 28, 2025, details multiple concerning behaviors that the business association claims harm consumers and create an unfair marketplace.
According to the document submitted to the Senior Superintendent of Police in Srinagar, these content creators are accused of making unsubstantiated product claims, staging manipulated demonstrations, concealing paid promotions, creating artificial scarcity, and promoting potentially harmful products without proper vetting.
“Many YouTubers are making unsubstantiated claims about the efficacy and benefits of products they are promoting,” the complaint states, citing examples where influencers allegedly claim products with an MRP of 3,000 rupees are being sold for just 499 rupees.
The Shahr-e-Khaas traders and chambers are calling for clear guidelines regarding disclosure of paid promotions and affiliate links on YouTube, alongside a structured process for consumers to report instances of false advertising. They argue these measures are “necessary to protect consumers from deceptive marketing practices and to ensure a fair and transparent online marketplace.”
This complaint highlights the growing tension between traditional retailers and digital influencers, particularly as e-commerce continues to reshape consumer behaviors in the region. Local authorities have not yet issued a public response regarding potential investigations or regulatory actions.
