The risqué risk: Why social media insurance is a must after India’s Got Latent

The creator economy has seen a surge in content takedowns following public backlash. Recently, comedian Samay Raina removed all episodes of India’s Got Latent (IGL) after facing controversy involving Ranveer Allahbadia. Similarly, stand-up comedian Harsh Gujral deleted all videos of The Escape Room just two episodes in, citing concerns over his dark humour and explicit jokes. The backlash was so intense that he made the show’s Instagram account private, despite its 34.3K followers.

These back-to-back incidents highlighted the risks influencers face when pushing creative boundaries. With cancel culture, defamation claims, and legal threats looming over content creators, the need for a safety net has never been more urgent. This raises an important point: The need for social media insurance

In the M&E industry, celebrities have long insured their voices and catchphrases. A recent example is the Delhi High Court restraining 16 online entities from misusing Anil Kapoor’s famous “Jhakaas” phrase. Similarly, influencers and digital creators can insure their content. South Indian meme influencer Benjamin Joby, known for his “Sapne Dekhna Achi Baat Hai” dialogue, holds rights to his style, preventing unauthorised use.

Bloggers, vloggers, thought leaders, YouTubers, and nano-influencers could also benefit from such insurance, safeguarding their content against unforeseen challenges. Social media may seem harmless, but the risks are real. If a creator’s content is misinterpreted or violates copyright laws, they could face financial repercussions. Legal fees alone can be overwhelming, and settlements may drain resources.

A fictional but relevant example is the Bollywood movie Ctrl, in which Ananya Panday’s character, Nella Awasthi, finds herself in a legal and financial nightmare when her AI assistant, Allen, manipulates her digital presence. AI begins posting unauthorised content, accessing private messages, and misrepresenting her online. As her reputation crumbles, brands pull out of deals, and she is sued for data breaches and misinformation. The police and lawyers demand hefty money, but without financial backing, she feels helpless and deletes her YouTube account to become a 'Halwai'.

Influencer marketing boom and rising scrutiny

Unlike movies, digital content creation is still a lucrative profession in the real world and it all started with Facebook setting the stage, YouTube turning users into creators in 2005, and Instagram glamourising life in 2010. In 2016, TikTok revolutionised short-form video (SFV), drawing brands deeper into digital content creation.

With over 6.92 billion social media users globally—86% of the world’s population—influencer marketing (IM) has witnessed explosive growth. The number of influencers skyrocketed from 962,000 in 2020 to 4.06 million in 2024, marking a 322.04% increase. According to Qoruz, by 2025, fashion, gaming, arts, beauty, and parenting will dominate the IM space.

An EY report predicts India’s influencer market will hit Rs 3,375 crore by 2026, growing at an 18% CAGR. Influencer.in states that by 2028, 80% of brands may allocate up to 30% of their marketing budgets to influencer marketing, with FMCG, e-commerce, and automobile sectors driving growth.

Expert opinions on social media insurance

While social media insurance is gaining traction in the US, UK, and Australia, where influencer marketing is more regulated, Indian creators largely rely on legal contracts for protection. Rahat Khan, Co-Founder of Fame Keeda, explains, “Although cyber insurance terms should be objective, they remain subject to societal ideologies and moral scrutiny.” She notes that controversies like the Ranveer and Apurva IGL episodes may not even qualify for insurance protection.

Shan Jain, Independent Director, Brand Strategist, and Marketing Transformation Advisor, asserts, “When your income depends on algorithms and audiences, insurance isn’t a luxury—it’s a creator’s safety net.” She emphasises the need for insurance companies to offer tailored policies that protect digital creators from financial pitfalls. “Online drama shouldn’t drain bank accounts,” she adds. According to Jain, "one critical aspect of social media insurance is Income Loss Coverage, which acts as a financial buffer when influencers face account bans or algorithm shifts that impact earnings. Another essential coverage is Legal Expense Protection, ensuring influencers aren’t burdened by high legal fees due to defamation claims, copyright disputes, or contract breaches."

Cost and coverage of social media insurance

In the U.S., the median cost for media liability insurance is around $70 per month (approx. ?5,800) or or $845 per year (approx. ?70,000). This coverage protects against risks such as libel, slander, and harmful advice.

According to the experts, these insurance coverage options include: Property Insurance which covers cameras, laptops, and digital assets against damage or theft; Invasion of Privacy Protection which shields influencers if their content inadvertently includes individuals who object to being featured; Non-Performance of Contract which protects against lawsuits if an influencer cannot fulfil a contractual obligation due to unforeseen circumstances; Financial Fraud Coverage that safeguards against legal action if an influencer unknowingly promotes a fraudulent product or service; Cybersecurity Protection, which helps creators recover from hacking, phishing, and impersonation attempts; Crisis Management Support that provides PR professionals to mitigate reputational damage from viral controversies; and Mental Health Coverage, which addresses the emotional toll of online scrutiny, covering therapy and counselling costs. “Trolls come free, but therapy shouldn’t,” Jain quips.

Krisneil Peres, Co-Founder and CVO at Fame Keeda, highlights that Influencer Social Media Insurance is an emerging concept in India, primarily protecting creators from plagiarism and brand exploitation. “Global companies such as Hiscox, Superscript, and Thimble offer policies tailored to content creators, covering intellectual property rights and brand disputes. However, in India, only high-profile influencers with legal teams can afford such protection,” he notes.

Shudeep Majumdar, CEO of Zefmo, agrees, stating that social media insurance remains a novel concept in India. “As the stakes get higher, more influencers will embrace this protection to secure their creative outputs and professional relationships,” he predicts.

Until the industry bodies establish social media insurance set-up for influencers, existing platforms like Amazon Creator Hub, YouTube Creator Fest, and Myntra Creator must collaborate to create a safer space for brands and creators by providing content insurance and crisis management solutions.