ASCI has come out with draft guidelines for ‘influencer advertising on digital media.’ Here there is no clear distinction between personal and promotional content. Social media influencers will have to disclose upfront through labels that the content is promotional and paid for. The relevant labels are #ad, #collab, #sponsored, #promo or #partnership. This list will be reviewed periodically.

After getting the feedback on the draft guidelines, till March 8, 2021, ASCI will issue revised guidelines by 31st March, 2021. These will be effective from April 15, 2021. The onus of disclosure has been placed on the influencer and advertiser. The disclosure should be transparent and fair.

The draft guidelines prohibit the use of filters that exaggerate the effect of the claim. Influencers must get the advertisers to confirm the claim before publishing it.

In audio messages, the promotional nature must be announced at the beginning or the end of the audio.

The onus of diligence falls on the influencer (endorser). The disclosure label in English must be translated into the language of the ad.

Such disclosures may dip the level of engagement with the post. Responsible advertising is the essence of guidelines.

Disclosure about the post is necessary whenever there is a contest or event, influencer is paid or has received barter or receives discount/commission on sales or clicks or has been commissioned or receives a free product.