Manufactured Virality or Organic Dissent? Paid Influencer Networks and the Blurring Line Between Authentic Protest and Astroturfing

Abstract

Social media has become one of the most powerful forces shaping public opinion and collective action in India today, capable of turning localised grievances into nationwide movements within days. This paper examines that phenomenon through the lens of a recent student-led protest, beginning with an overview of how social media platforms operate, how algorithms determine visibility, and how these mechanisms influence public discourse more broadly. It then traces the trajectory of the protest itself, examining how it escalated from a localised concern into a nationwide movement, and the extent to which paid promotional content and coordinated influencer networks contributed to this rapid amplification. This section also discusses the broader controversy involving Meta during this period, including the temporary removal of an official government video, the parliamentary scrutiny that followed, and the eventual personal apology issued by Meta CEO Mark Zuckerberg, an episode that highlighted the significant influence social media platforms wield over political discourse and the accountability questions this raises. The paper then shifts to the legal dimension, finding that while India has a disclosure framework for paid commercial and monetised endorsements under the Consumer Protection Act, 2019, the CCPA Guidelines, and the ASCI Code, no comparable disclosure requirement exists for paid or coordinated amplification of protest-related content specifically, leaving this category of political communication largely unregulated. Building on this identified gap, the paper puts forward regulatory suggestions intended to address it, while remaining carefully attentive to the constitutional right to protest, ensuring that any proposed measures target deceptive amplification practices without curbing the sanctity and legitimacy of genuine dissent. The paper concludes by consolidating these findings and reflecting on their broader implications for the regulation of digital political communication in India.