In May 2021, ASCI has issued final guidelines for influencer marketing, three months after sharing its draft guidelines. Influencers must label branded posts, or else both parties are accountable. The disclosure label should be clear, identifiable and prominent. The guidelines also define influencers and what establishes a connect between the influencer and advertiser. It identifies the words permissible to call it a sponsored post.

It advises the influencers to satisfy themselves that the advertiser is in a position to substantiate the claims made in the advertisement.

ASCI will detect the violations by using AI-based tools.

Influencers feel that mostly the advertisers are responsible for being reluctant to put disclosure labels.

ASCI is a self-regulatory body. The guidelines are not legally binding. It can guide and mediate, but it cannot compel.