On August 26, 2024, SEBI took a decisive step by implementing strict norms to monitor unregistered financial influencers, commonly referred to as 'Finfluencers'. These Finfluencers, who often share financial advice and analysis on various digital platforms, have gained significant prominence. This article analyses the following points: ‣ Background and Rationale ‣ Who are Finfluencers? ‣ Key Concerns Surrounding Unregulated Finfluencers ‣ Regulation of Finfluencers by SEBI ‣ Increased Accountability for Finfluencers Under New SEBI Regulations