YouTube looks to counter the trust deficit in one of its biggest markets

Video streaming platform YouTube is also aggressively pitching itself as the advertising platform of choice for brands with cheaper and more visible ads

Ten years of unbridled popularity and a 100 per cent year-on-year growth in its user base later, YouTube India is up against its first big hurdle. Big Indian brands, following in the footsteps of global peers are getting feisty about inappropriate content that appears alongside their ads on the platform while users are questioning its content moderation policy and use of personal data, in the aftermath of the Facebook-Cambridge Analytica scandal. While almost everyone acknowledges that there is a crisis of trust engulfing social media brands in general and also YouTube in particular, whether it will translate into advertisers pulling