ASCI Social | Influencer Advertising Guidelines India

ASCI.Social

The rapidly burgeoning influencer industry has several content creators adding to the pool every day. India’s influencer marketing industry’s impact is growing in the world of brand promotions.

Through these guidelines, ASCI aims to educate influencers, brands and content creators about their ethical obligations and looks to provide clear guidelines in the disclosures process. By introducing these guidelines, ASCI will help consumers, brands and content creators ensure that all stakeholders’ interests are preserved through a self-regulatory approach.

Community Speaks

Scherezade Shroff

YouTuber | Blogger

Anto Philip

CEO & CO-Founder - Under 25

Ankita Chawla

Content Creator

Subhash Kamath

Former CEO, BBH & Publicis Worldwide, India | Former Chairman, ASCI

Manisha Kapoor

CEO - ASCI India

Dhruv Chitgopekar

Co-Founder & CEO at BigBang.Social / Co-Founder Collective Artists Network

Anam Chashmawala

Blogger

Mansi Jain

Vice President, Content & Platform at Glance

Sameer Satpathy

Divisional Chief Executive - ITC Ltd

PRIYANKA KHIMANI

Partner - Anand & Anand & Khimani | Entertainment, Music & Technology

SUJATA ASSOMULL

Fashion Journalist | Author

ANKITA BANSAL

Co-Founder at THERE! | Public Figure

RAGHAV MEATTLE

Singer | Songwriter

HARPREET SURI

Most searched Indian Mom blogger on Google / 50 most influential Women in the World

AYESHA BILLIMORIA

FitGirl | Content Creator

AAKASH MALHOTRA

Travel Content Creator | Entrepreneur

AKSHAYE RATHI

Film Exhibitor & Distributor, Director of Aashirwad Theatres Pvt ltd.

Compliance for ASCI Influencer Guidelines

At the launch of the Influencer Advertising Guidelines, ASCI announced it partnership with French technology provider, Reech, to help identify lack of influencer transparency on social media. In addition to complaints received by public and other agencies, ASCI’s suo moto surveillance has also started to flag potential violations of the guidelines.

The Process

Once the content is identified as potential advertisement, ASCI will send out a letter to the influencer and brand, asking them to provide evidence that the said post was not in violation of the ASCI guidelines and take appropriate corrective action. Advertisers and influencers have the opportunity to voluntarily modified or withdrawn the post. In some cases where they contest ASCI’s letter, the evidence and response is taken to the Consumer Complaints Committee (CCC) to assess whether there has been a violation, and the recommendation of the CCC is given to them, along with a timeline to correct the same.

A screenshot from an ASCI presentation featuring Guillaume Doki-Thonon, Fondateur-CEO of Reech. He is speaking from a room with a vibrant, cartoon-style graffiti wall in the background, which reflects the creative and modern industry he represents.

ABOUT REECH’S TECHNOLOGY

Reech, a European company with expertise in Influence Marketing has been involved in regulating the influencer marketing space since its inception, they use artificial intelligence and machine learning to examination content across digital platforms. Reech has developed some regular algorithms that can distinguish between sponsored and unsponsored content. After detailed testing of the technology platform for the Indian market, we have set up specific monitoring parameters relevant to the country and has now been deployed.

Media Corner

A screenshot from a legal presentation featuring Apurva A. Mehraa of Mehra & Mehraa Legal LLP. He is professionally dressed in a suit and glasses, speaking directly to the camera as part of the "Influencer Series" on the crucial "Importance of Intellectual Property (IP)" for creators.

Influencer Series- Importance of Intellectual Property (IP)

For all the creative minds and content creators, out there it's important to know the importance of 'Intellectual Property'(IP). Learn how an IP safeguards original content from plagiarism and what you can do in case of content violations or infringements in this blog by Apurva A. Mehraa.

Importance of IP in Content Creation

A stylish, older female influencer, dressed in a leather jacket and trendy glasses, smiles as she records a video on a professional camera. Her vibrant energy and modern setup perfectly illustrate how 70-up 'grandfluencers' are debunking ageing myths on social media, showcasing a new generation of content creators.

How 70-up 'grandfluencers' are debunking ageing myths on social media

Both aspirational and inspirational, older influencers are turning their digital platforms into gold...

A professional portrait of Manisha Kapoor, CEO of ASCI. She is smiling warmly, representing the human-centric approach behind the crucial conversation on why it is important to protect consumer interest in a digital world through fair and transparent advertising practices.

Why it is important to protect consumer interest in a digital world

In a world where technology can often bypass established norms of advertising, the consumer needs additional layers of protection

An animated graphic of a professional network, showing diverse user icons in colorful circles interconnected by an expanding web of lines. This visual powerfully illustrates the answer to the question,Why advertising self-regulators are coming together at a global level?

Why advertising self-regulators are coming together at a global level

As in so many aspects of life, digital has been the great leveler in advertising. By its very nature, its benefits can be worldwide but so can the concerns around it. Around the world, people are consuming digital in similar ways – because the underlying technologies are available everywhere.

Why global SROs are collaborating

Influencer Series- Negotiations

Here are a few amazing negotiation tips for influencers by Apurv A Mehraa, Co-founder of Mehra and Mehraa Legal LLP. Watch the video to know more about how to make the best of every deal.

Negotiation Tips for Content Creators

Influencer Series - Essentials of A Contract

The second step towards effectively navigating the ever-changing world of social media is a understanding essential of A Contract. Watch the 3 part series by Apurva Mehraa from Mehra & Mehraa Legal LLP to understand this in full detail.

Essentials of a Contract

New guidelines could give influencers more creative control

With the ASCI making it mandatory for influencers to reveal if they are putting up a paid post, does the very nature of the business change?

A stylish female influencer smiles while taking a selfie on her phone, with her laptop nearby in a modern, pink-walled room. She represents the professional content creators at the heart of the digital media landscape who are directly impacted by ASCI’s influencer marketing guidelines, making her a key figure in the industry's response.

ASCI’s influencer marketing guidelines: A look at the industry response

Almost a month after the guidelines’ official implementation, Campaign India finds out how they’ve been received by the marketing ecosystem so far

Changing times call for a change in marketing plans

How brands should adapt their proposition to cater to the evolving consumer landscape

A legal professional from Mehra & Mehraa Legal LLP is featured in a still from an educational video. He is seated on a couch, actively explaining a topic as part of "The Influencer Series," with this specific session focusing on the legal and ethical implications of using "Clickbait" in online content.

The Influencer Series - Clickbait

The first step towards effectively navigating the ever-changing world of social media is a contract. Here's how you can ensure your contract is legally sound and...

CLICKBAIT

ASCI marks world social media day with webinar on the future of influencer marketing

The Advertising Standards Council of India (ASCI) marked June 30, World Social Media Day, with a webinar that comprised two panel discussions involving stalwarts from the Bharatiya and global advertising industries as well as stakeholders from the influencer marketing space and the government.

A promotional pamphlet for an ASCI webinar on responsible influencing, titled "With great influence, comes great responsibility." The pink brochure details a discussion on self-regulation, featuring two panels of industry experts. This event explores key issues that lead to the need for initiatives like ASCI Approved influencers, the next step in self-regulating creators' content online.

ASCI-approved influencers, the next step in self-regulating creators' content online

ASCI had organised a social media roundtable to talk about the success of its influencer guidelines and discuss the way ahead

A collage of individual portraits featuring the eight diverse and expert speakers from a key industry discussion. This is the ASCI panel that convened to clarify the role of its advisory board, emphasizing to brands and advertisers that the "ASCI advisory isn't pre-approval of campaigns" but rather a guide for ethical advertising.

ASCI advisory isn’t pre-approval of campaigns: ASCI panel

The panel comprised actor-influencer Karan Tacker, ASCI Secretary-General Manisha Kapoor and Founding Partner of the Collective Artists Network and CEO of BigBang.Social Dhruv Chitgopekar.

A professional portrait of Manisha Kapoor, the CEO of ASCI. She represents the authority behind the new advertising regulations discussed in the article, which suggests that the "New Disclosure might cramp influencers' style starting today" as the guidelines take effect.

New disclosure rules might cramp influencers’ style starting today

Social media influencers are required to disclose paid promotions, according to guidelines that will take effect on 14 June

A professional portrait of a smiling man, likely an industry expert or commentator, featured in an article that critically examines the influencer profession. His image is used alongside the provocative question, "Peddling influence for a living?", representing a key voice in the discussion about the ethics and business of modern influencing.

Peddling influence for a living?

Perhaps the fastest growing career option, certainly insofar as aspiration goes, would have to be that of an influencer. The influencer is not merely a label that those who manage a reasonable number of followers...

With Great Influencing Power Comes Great Responsibility

Influencers have left their imprint on digital platforms, building huge followings and a reservoir of trust...

Two stylish, happy women influencers pose against a vibrant yellow and orange background, holding a large, empty social media post frame. This playful image captures the fun and curated nature of influencer marketing, while also underscoring the need for transparency so consumers can clearly distinguish between personal content and paid promotions.

Influencer marketing: The need for transparency

It is time that social media influencers have a sense of ethics and morals...

A conventional illustration depicting the relationship between a social media influencer and his audience. A man waves from within a giant smartphone screen, directly engaging with a small group of followers who are looking up and interacting with him. This visual represents the direct line of communication where the ASCI Guideline makes it mandatory for influencers to label all kinds of promotional content, ensuring transparency for the audience in these digital spaces.

ASCI guidelines make it mandatory for influencers to label all kinds of promotional content, whether monetary or not

Industry lauds ASCI's 'thorough and practical' influencer guidelines. Estimated to be an industry worth over Rs 500 crore, influencer marketing has shown unprecedented growth within just a few years of its existence in India

A vibrant and chaotic collage featuring a stylized woman's face overwhelmed by a dense mix of social media icons like Instagram logos, like buttons, hashtags, and dollar signs. This busy visual represents the complex and commercialized digital media landscape, illustrating the need for regulation, which is why ASCI issued its final guidelines for influencer advertising on digital media, applicable from June 14, to ensure transparency.

ASCI issues final guidelines for influencer advertising on digital media; will be applicable from June 14

The Advertising Standards Council of India (ASCI) yesterday (May 27, 2021) unveiled the final guidelines for influencer advertising on digital media.

ASCI’s final guidelines for influencer advertising on digital media to come into force from June 14

Launches a digital platform ASCI.Social that will be home to all information about guidelines and a community of influencers, marketers, agencies and consumer.

A vibrant, stylized illustration of a female influencer with striking green eyes and retro red sunglasses, set against a chaotic background of social media icons. The collage includes Instagram logos, dollar signs, and "like" buttons, symbolizing the busy and commercial nature of the creator world. This is why it's big news for influencers that ASCI now makes the labelling of paid content mandatory, bringing clarity to this space.

Big news for influencers! ASCI makes labelling of paid content mandatory

The Advertising Standards Council of India (ASCI) has made it obligatory for all digital influencers to distinctly label promotional content they post and do proper due diligence about products or services they promote online

ASCI introduces final influencer guidelines, launches ASCI.

Earlier in February, the Advertising Standards Council of India (ASCI) laid down draft guidelines for influencer advertising across digital, to help consumers distinguish between content that is promoted to influence consumers' opinion or behaviour for an immediate or commercial gain

Need of the hour-Industry hails ASCI new guidelines

Is the party over for influencer marketing in India? Or does it get bigger hereon? These are some of the questions playing in the minds of industry players and consumers as the Advertising regulatory body (ASCI) unveiled its long-overdue guidelines for influencer advertising, here on Thursday. The new rules come into effect on 14 June.

A male Indian influencer records a video or podcast in his home studio, wearing headphones and speaking enthusiastically into a professional microphone. This image captures the different type of content creation where, under new regulations, influencers are to be fined if they don’t label promotional content, & Desi Twitter couldn’t be happier about the move towards greater transparency.

Influencers To Be Fined If They Don’t Label Promotional Content & Desi Twitter Couldn’t Be Happier

The Advertising Standards Council of India or ASCI has made it mandatory for influencers to label all of their promotional content as such, whether they have received monetary benefits, or have received goods in barter.

Are you an influencer? You'll have to start labeling promotional posts from June 14

Advertising body issues guidelines for influencers to ensure transparency

A behind-the-scenes view of a professional video shoot, where a cameraman films a female influencer as she engages with her smartphone. This image captures the creation of the very content for which the ASCI Guideline make it mandatory for influencers to label all kinds of promotional content, whether mandatory or not, to maintain transparency.

ASCI guidelines make it mandatory for influencers to label all kinds of promotional content, whether monetary or not

The Advertising Standards Council of India (ASCI) today unveiled the final guidelines for influencer advertising on digital media.

A vlogger's camera, with a professional furry microphone attached, is shown recording a female influencer who is visible on the camera's screen. This behind-the-scenes perspective of content creation is a perfect illustration for explaining all you need to know about ASCI's guidelines for influencer marketing on digital media, as these rules directly impact how creators produce and label their videos.

All you need to know about ASCI’s guidelines for influencer marketing on digital media

Influencer Advertising guidelines issued by ASCI will be applicable to commercial messages or advertisements published on or after June 14, 2021. The guidelines make it mandatory for influencers to label the promotional content they post.

A vibrant collage from 'the quint' featuring four influencers—a smiling man in the foreground, surrounded by three stylish female fashion and beauty influencers. The background includes illustrated hands holding smartphones and liking content, symbolizing online shopping and audience engagement. This entire ecosystem is why ASCI has issued its final guidelines for influencers promoting brands.

ASCI Issues Final Guidelines for Influencers Promoting Brands

The Advertising Standards Council of India (ASCI) on Thursday, 27 May, issued final guidelines for influencer advertising on digital media.

The official banner for ASCI's "Guidelines For Influencer Advertising in Digital Media." The graphic features the title on the left and a collage of four diverse influencers on the right, representing the creators who will be impacted. This image announces that ASCI has issued its final guidelines for influencers promoting brands, aiming to create a more transparent digital advertising environment.

The ASCI issue final guidelines for influencer Advertising on Digital Media

The Advertising Standards Council of India launched an ASCI social platform and issued final guidelines on influencer advertising on digital media.

A close-up of multiple hands holding and using smartphones, interconnected by a glowing digital network of icons representing communication, e-commerce, and technology. This image symbolizes the modern digital ecosystem for which ASCI issues final guidelines for influencer advertising on digital media, aiming to bring more transparency to this connected world.

ASCI issues final guidelines for influencer advertising on digital media

ASCI is launching the ASCI.Social platform, a one-stop destination for all information related to the guidelines themselves

A collage of five diverse Indian influencers—two women and three men—showcasing different styles and personalities within the creator community. These individuals represent the collective voice of the influencer who is in favour of ASCI guidelines but says they need some tweaking before implementation, highlighting the industry's constructive feedback on the new regulations.

Influencers in favour of ASCI guidelines but say they need some tweaking before implementation

While influencers feel the ‘due diligence' part could put pressure on them, they want the draft guidelines to help budding influencers with their strategies.

Laws of digital advertising

With the advent of the digital era, advertisements which already had a crucial role in shaping the business have become more important. Online…

A young urban Indian influencer sits in her decorated room, filming a beauty tutorial for her followers. She applies a face mask while looking into her smartphone, which is arrange inside a large ring light. This common scene of content creation is now more transparent for viewers, which is why a recent survey shows that Urban Indians see a positive impact of guidelines for influencer marketing.

Urban Indians see positive impact of guidelines for influencer marketing: Survey

Apart from specifying the nature of labelling for various digital media channels such as Twitter, Instagram and YouTube, the code guides on the type of disclosure on varied promotions such as a video, picture promotion or an audio.

Influencer Guidelines For Advertising On Digital Media – ‘Not A Reason To ‘#Pawri' - Media, Telecoms, IT, Entertainment - India

The Advertising Standards Council of India ("ASCI") has on 22nd February 2021 issued draft guidelines pertaining to "Influencer Advertising on Digital Media" ("Guidelines") for stakeholder...

A speaker panel graphic from Techcircle featuring headshots of Vikas Bagaria from Pee Safe, Viraj Sheth from Monk Entertainment, and Shlok Srivastava from Tech Burner. These three individuals represent the key perspectives on how the draft guidelines for influencer advertising on digital media impact stakeholders—from brands and talent management to the creators themselves.

Watch: How the draft guidelines for influencer advertising on digital media impact stakeholders

When the new draft guidelines for influencer led advertising come into play, all paid promotions and product reviews posted on social media platforms will have to be labelled clearly to differentiate them from non-sponsored content. According to the draft guidelines shared by the Advertising Standards Council

The Impact Of ASCI Influencer Marketing Guidelines

The new guidelines drafted by ASCI for the influencer marketing industry, here we dissect its impact on collaborations.

A person holding a smartphone displaying the Instagram login screen, reflecting digital spaces where the Advertisement Regulator in India moves to rein in Social Media Influencers.

Advertisement Regulator In India Moves To Rein In Social Media Influencers

While the rules don't mention any penalty, influencers have to mandatorily state when their updates have paid content.

A vibrant digital illustration shows animated influencers engaging with social media platforms, including smartphones and laptops, surrounded by like icons, coins, and upward arrows, symbolizing growth and regulation. The scene represents Influencer Marketing under ASCI Scanner, highlighting how advertising oversight monitors online promotions.

Influencer marketing under ASCI scanner

ASCI’s guidelines will come into effect by the end of March after consultations with industry stakeholders

A colorful illustration shows a woman with a megaphone emerging from a smartphone screen, symbolizing digital influence, while people around her engage with their mobile devices. The visual represents how ASCI issues draft guidelines for social media influencers, ensuring transparency and responsible online promotions.

ASCI issues draft guidelines for social media influencers

It has become important to understand the peculiarities of the advertisements and the way consumers view them, says the Advertising Standards Council of India (ASCI).

A digital illustration shows a man standing on a giant smartphone, holding a megaphone that projects hashtags like #ad, #promo, and #partnership, symbolizing transparency in influencer marketing. The concept highlights the message: “If it’s an ad, disclose it upfront,” reflecting ASCI guidelines for digital influencers to ensure honesty and responsible advertising.

If it's an ad, disclose it upfront: ASCI guidelines for digital influencers

Feedback on the draft guidelines are invited till March 8, after which ASCI will issue the final guidelines by March 31.

Close-up of popular social media app icons including Instagram, Twitter, Facebook, with an NDTV headline overlay reading “Draft Rules for Internet Influencers.” The visual represents ASCI draft guidelines requiring influencers to declare promoted content and ensure transparency in digital advertising.

ASCI Draft Guidelines: Influencers to Declare Promoted Content

If you've been swayed by a celebrity talking about a brand or service, the Advertising Standards Council of India has news for you. Draft guidelines issued by the council suggest that all influencers and celebrities will now have to declare if they are being paid to promote a product.

Colorful megaphone blasting icons of social media, communication, video, shopping, and digital interactions, symbolizing the reach of influencer marketing. The illustration reflects ASCI guidelines for influencer advertising on digital media, promoting transparency and responsible disclosures in online promotions.

The Proposed Guidelines For “Influencer Advertising On Digital Media”- Issued By The Advertising Standards Council Of India (ASCI) In February 2021 May Turn Tables For Social Media Advertising

To enable consumers to easily recognise promotional content on digital platforms, the Advertising Standards Council of India (ASCI) has released draft guidelines for influencer advertising on digital media currently open for suggestions from the Industry.

A person holding a smartphone with the Instagram app loading screen displayed in pink, purple, and yellow gradient. The image represents social media engagement and highlights guidelines for influencer advertising on digital platforms to be out by next month, ensuring transparency in promoted content.

Guidelines for influencer advertising on digital platforms to be out by next month

ASCI says influencers must ensure display of disclosure labels prominently

The Guidelines For Influencer Advertising In DIGITAL MEDIA