Paid Partnership tag on Instagram now accepted as adequate disclosure for influencer advertising, says ASCI

The Advertising Standards Council of India, a voluntary self-regulatory organization of the advertising industry in India, released the guidelines for influencer advertising in India on 14th June 2021. 

Post releasing the guidelines, ASCI saw a compliance of around 97% on the digital front, with a majority of the influencers following the ASCI code and marking the adverts as paid posts.

Furthermore, in a recent development, ASCI shared that the paid partnership tag that influencers carry in their advertorial posts on Instagram meets the principles of the ASCI guidelines for influencer advertising on digital media. 

ASCI stated in a release that today that this as an acceptable alternative to its disclosure labels. This decision will go a long way in reducing the burden on brands and influencers and will encourage greater compliance from all parties.

The guidelines can be accessed at ASCI.Social platform, a one-stop destination for all information related to the influencer guidelines.

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