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New ASCI guidelines for influencers: must mark branded content with disclosure labels

Feb 22, 2021 22:58 IST

To help social media users easily recognise promotional content on digital platforms, the Advertising Standards Council of India (ASCI) has released draft guidelines for influencers on digital media.
Influencers will have to clearly label promotional posts on their social media timelines. The ASCI feels a non-disclosure is a disservice to consumers and is misleading. This guideline will be applicable to all promotional posts published on or after 15th April 2021.
The influencer industry is growing fast. According to digital marketing agency AdLift, India’s influencer market is estimated at $75-$150 million a year as compared to the global market of $1.75 billion, and this space is expected to grow as more Indians go online.