ASCI Influencer Guidelines Explained for Brands and Creators

Advertising disclosure rules protect audiences and brands. In India, the Advertising Standards Council of India (ASCI) and the Department of Consumer Affairs have published guidance for influencer content.

What counts as a material connection

Any relationship that could affect how audiences view an endorsement needs disclosure: payment, free products, discounts, hospitality, affiliate commissions, employment or family ties. Gifted products count even if no money changes hands.

How to label content clearly

Use labels such as #ad, #collab, #sponsored or #partnership at the start of captions or prominently in videos, and use platform paid-partnership tools where available. Disclosures should be visible without clicking 'more' and should not be buried among other hashtags.

Due diligence on claims

Creators are expected to review or use products before endorsing them, and should not make claims the advertiser cannot substantiate. Brands should provide approved claims and evidence.

Stricter expectations for some categories

ASCI has added requirements for health, nutrition and financial content, including relevant qualifications or registrations for creators giving advice. SEBI also restricts regulated entities from associating with unregistered finfluencers.

Brand responsibilities

Brands should include disclosure rules in briefs and contracts, review content before publishing, and correct non-compliant posts quickly. Regulators can hold advertisers responsible as well as creators.