Crossing the line

Sandy Saha, the influencer who was fined for violating traffic rules in Kolkata. Pic/Instagram

Values before views

In addition to objectionable lyrics, I will also never create or promote content that celebrates or idealises gambling or alcohol. Yes, as influencers, we do receive a lot of money for such content. But these topics violate my personal code of ethics and I'm happy to miss out. I also steer clear of paid posts that have a political agenda which, again, are highly paid. Finally, I will never create content based purely on trends - for instance, my lifestyle page is focused on automotive content, while my food page has restaurant reviews. I don't want to create dances on either of these accounts as I don't think my followers will benefit from such videos.
Irfan Siddique, food and lifestyle blogger

Queer and transphobic content is a no

I will never create or promote content that is queerphobic or transphobic in any way. Many influencers use filters to create female personas, which are essentially characters that are based on unflattering stereotypes. While these videos go viral, they're also quite misogynistic. When I create drag content, I am essentially slipping into the skin of a woman or a drag queen. Also, my videos are largely educational, and are geared towards sensitising my audiences to the issues faced by the community. I also steer clear of content or trends that reek of caste privilege.
Maya The Drag Queen, actor and influencer

Decency comes first

With Instagram's marked push on Reels and video content, many influencers are using soundtracks with vulgar lyrics in hopes of going viral. Touch It by KiDi is a recent example - I was shocked when I learned how explicit the lyrics were. Unfortunately, dances and other video content made using these songs are the ones that attract the most views. Despite that, I will never create content that uses such music. As a mother, I am often asked to include my children in the content I create as these posts get the most traction. But my sons aren't comfortable with being featured on my Instagram page, and I completely respect their privacy. I always check with them first and will never post pictures they don't want me to share, even if that means turning away likes and views.
Dollie Solanki, fashion and beauty blogger