Winning Bizness Desk
Mumbai. Union IT Minister Ashwini Vaishnaw has called for a structural shift in the way global digital platforms function, pressing for a fair revenue model for content creators and stronger accountability for online content. Addressing concerns around influencer earnings and platform responsibility, Vaishnaw urged companies such as YouTube and Instagram to revisit their existing revenue-sharing frameworks. He made it clear that the government expects a more balanced ecosystem where creators are not left with a disproportionately small share of profits generated from their content.
Protecting users in changing internet era
The Minister stressed that the internet has evolved dramatically, and with its expansion comes greater responsibility. He said platforms must recognise their role in safeguarding users, particularly children, from harmful and inappropriate material. According to him, user safety can no longer be treated as a secondary issue.
Key concerns flagged by the Minister include:
- Proactive monitoring of harmful and misleading content
- Stronger child protection safeguards
- Transparent grievance redressal systems
- Accountability mechanisms for repeat violations
Vaishnaw cautioned that if platforms fail to prioritise safety, they will be held accountable under the law.
Push for fair compensation framework
A major focus of his intervention was the earnings of digital creators. Vaishnaw acknowledged that influencers and independent content producers have repeatedly raised concerns over unequal revenue distribution. He pointed out that while platforms generate substantial advertising income, creators often receive only a limited portion.
He urged companies to voluntarily rework their models to ensure:
- Transparent revenue-sharing formulas
- Higher percentage payouts for original creators
- Clear contracts and predictable monetisation policies?
The Minister noted that some countries have already explored legislative solutions to correct imbalances in the creator economy. He indicated that similar legal measures could be considered if voluntary reform does not materialise.
Respect for intellectual property rights
Vaishnaw underlined that progress in science, arts, technology and literature depends on respect for intellectual property. He warned that inadequate compensation discourages innovation and weakens incentives for original work. The digital economy, he said, must not undermine creators whose ideas and labour sustain it.
He argued that:
- Fair appreciation drives innovation
- Strong copyright protection ensures sustainability
- Recognition of original work strengthens the creative ecosystem
Without proper safeguards, he cautioned, the incentive to produce high-quality content may diminish.
Consent crucial in AI-generated content
The Minister also addressed concerns around artificial intelligence and synthetic media. He said AI-generated content using a person’s face, voice or personality must not be created without explicit consent. As AI tools become more sophisticated and widely accessible, he described this as a basic human and legal issue.
He called upon platforms to cooperate in framing policies that:
- Prevent misuse of identity through deepfakes
- Mandate prior consent for synthetic replication
- Establish clear liability for violations
Vaishnaw said public demand for regulation in this space is growing and cannot be ignored.
Warning of possible legal intervention
Concluding his remarks, Vaishnaw framed his message as an appeal for cooperation between technology platforms and society. He maintained that responsible content moderation, equitable revenue models, respect for intellectual property and safeguards against AI misuse are essential for a stable digital future.
At the fag end of his address, he signalled that failure to act could invite government intervention. He warned that continued imbalance or negligence may lead to regulatory action, as maintaining user trust and ensuring fairness in the digital ecosystem remain non-negotiable priorities for the government.
