No filters applicable to a prominent advertisement disclosure: ASCI issues guidelines for social media influencers for promoting brands on digital media


With an aim to enable customers to easily recognize promotional or advertising content on social media, the Advertising Standards Council of India (ASCI) drafted a set of guidelines on Monday, February 22, 2021. These guidelines will require all the social and digital media influencers to differentiate between a paid promotion and independent user-generated content to prevent the audience from being confused between the two.  

According to the new guidelines, the influencers will have to provide an obvious disclosure and the disclosure label from the list of approved labels should be added to all promotional posts. Furthermore, the disclosure label needs to be upfront and in English or translated into the language of advertisement, that can be understood by an average consumer. It also needs to be prominent, appropriate and suitable for all potential devices. Check out all the guidelines issued below:

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“The digital space is vast. However, promotional content is often indistinguishable from regular posts. Consumers have the right to easily recognise promotional content. The guidelines will help consumers identify promotional content and also guide digital influencers,” Subhash Kamath, chairman, ASCI, said as stated by Financial Express.

These guidelines for influencers will be available for feedback to all the stakeholders, including that of industries and digital influencers, as well as the consumers till March 8, 2021. Based on the same, the final guidelines will be issued by ASCI on March 15 and will be applicable for all posts from April 15, 2021.

(Source- Financia Express, Social Samosa)