ASCI launched guidelines for influencer marketing in June 2021 asking advertisers to demarcate clearly the promotional material so as to avoid the misleading of consumers. ASCI has started receiving complaints about the violation of the guidelines, mostly in the beauty and personal care products. On contact by ASCI, the influencer adds the disclosure label immediately.

ASCI intends to use AI-based technology platform to identify the violations. A French firm Reech uses this platform. ASCI has tied up with Reech to identify collaborative content which are not disclosed fully. They have search engines to identify lack of transparency.

Indian space still remains challenging. The number of influencers in India are far more. Thus there is more content from India on social media. In other words, the platform will have to take care of large data set and the algorithm will have to be primed correctly. Besides, there is the challenge of multiple languages in India.

Several influencers are India based but address the Indian diaspora abroad. And there are influencers who stay abroad but address the Indian audience. Thus data can help ASCI to determine this.