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Navigating the New ASCI Guidelines for Influencer Marketing in India

Influencer marketing in India has witnessed tremendous growth over the past few years, becoming an integral part of many brands' digital strategies. However, with this growth has come the need for clear regulations to ensure transparency and protect consumers. Enter the Advertising Standards Council of India (ASCI), which has recently introduced guidelines specifically for influencer marketing. This comprehensive guide will help brands navigate these new guidelines and ensure compliance.

Understanding the ASCI Guidelines

The ASCI guidelines for influencer marketing, effective from June 14, 2021, aim to provide a structured framework to maintain transparency in the endorsements made by influencers on social media. Here's a detailed look at what these guidelines entail:

1. Disclosure Labels

Influencers must clearly label content that is promotional in nature. ASCI has mandated specific disclosure labels to ensure that consumers can easily identify sponsored content. These labels include:

  • #ad
  • #collab
  • #promo
  • #sponsored
  • #partnership

The disclosure should be upfront, placed within the first two lines of the caption, or superimposed on the image or video. It should be easily visible and not hidden among hashtags or links.

2. Clear and Unambiguous

Disclosures must be in English or in the language of the advertisement, ensuring that the message is clear to the target audience. The disclosure should not be abbreviated or obscured by other content.

3. Platform-Specific Guidelines

ASCI has provided specific guidelines for different social media platforms:

  • Instagram: Disclosures should be included in the first two lines of the caption and not mixed with other hashtags. For Stories, the disclosure should be superimposed on images or videos.
  • YouTube: Disclosures should be included in the title or description of the video and mentioned verbally during the video.
  • Twitter: The disclosure should be within the first 140 characters of the tweet.
  • Facebook: Disclosures should be in the beginning of the post, making them immediately visible.
  • Blog Posts: Disclosures should be included at the beginning of the post and not buried in the text.
4. Due Diligence

Influencers are required to conduct due diligence to ensure that the claims made in their endorsements are not misleading and can be substantiated. This includes verifying the authenticity of the product or service and the claims made by the brand.

5. Virtual Influencers

For virtual influencers (computer-generated influencers), the guidelines require a clear disclosure that the account is operated by an artificial intelligence or a digital entity.

6. Penalties for Non-Compliance

Non-compliance with the ASCI guidelines can result in the influencer being asked to take down the content. Repeated violations can lead to the influencer being blacklisted and brands facing legal consequences.

How Brands Can Stay Compliant

Staying compliant with ASCI guidelines requires a proactive approach from brands. Here are some steps to ensure adherence:

1. Educate Influencers

Brands should educate their influencers about the ASCI guidelines and the importance of transparency in their endorsements. Providing a clear brief and ensuring that influencers understand the disclosure requirements is crucial.

2. Include Compliance Clauses in Contracts

Contracts with influencers should include clauses that mandate compliance with ASCI guidelines. This ensures that both parties are legally bound to adhere to the standards.

3. Monitor Influencer Content

Regularly monitoring influencer content for compliance is essential. Brands should ensure that disclosures are made appropriately and that the content is not misleading.

4. Provide Clear Guidelines

Brands should provide influencers with clear guidelines and examples of how to make proper disclosures. This can include template captions and visual examples to ensure consistency.

5. Use Technology for Monitoring

Leveraging technology and tools to monitor influencer content can help brands ensure compliance. Tools that track influencer posts and check for appropriate disclosures can be highly effective.

6. Conduct Regular Audits

Regular audits of influencer campaigns can help identify any non-compliance issues early and allow brands to take corrective action before any penalties are imposed.

Conclusion

The ASCI guidelines for influencer marketing in India are a significant step towards ensuring transparency and protecting consumers. By adhering to these guidelines, brands can maintain trust and credibility while leveraging the power of influencer marketing. Educating influencers, monitoring content, and incorporating compliance clauses in contracts are some of the ways brands can navigate these new regulations successfully. As the digital landscape continues to evolve, staying compliant with ASCI guidelines will be essential for brands to build sustainable and trustworthy relationships with their audiences.