Chennai: The Advertising Standards Council of India (ASCI) has unveiled the final guidelines for influencer advertising on digital media.
The draft guidelines initially were issued in February and feedback from all stakeholders – advertisers, agencies, influencers and consumers – was sought.
To ensure a collaborative process and expert inputs, ASCI tied up with Big Bang Social to get India’s leading digital influencers’ views on board.
The guidelines will be applicable to commercial messages or advertisements published on or after 14 June.
The guidelines make it mandatory for influencers to label the promotional content they post.
As digital media consumption becomes the norm, the distinction between content and promotional advertisements becomes critical. The marketing landscape is transforming, and influencer marketing has become mainstream. Therefore, consumers have a right to know what content has been paid for by brands and the guidelines intend to bring this transparency to influencer marketing.