Social Media Influencers Should Add Proper Disclosure Labels on Promotional Satisfied, ASCI Guidelines Mandate


Advertising Standards Council of India (ASCI) has released new guidelines for influencer advertising on digital media platforms like Instagram. The new guidelines propose that every one promotional satisfied published by social media influencers or their representatives should carry a disclosure label that clearly identifies it as an advertisement. Furthermore, it urges influencers to do becoming due diligence approximately products or services and products they promote through their accounts. ASCI says “it is critical that consumers are ready to differentiate when something is being promoted with an intention to influence their opinion or behaviour for a direct or eventual commercial gain.”

These new guidelines will reportedly come into effect June 14, and they make it mandatory for influencers to label their satisfied as it should be to help consumers understand whether it’s an advertisement or not. ASCI emphasises on upfront and prominent disclosure that isn’t “missed by an average consumer” and will have to leave no room for misunderstanding. Along with these mandates, ASCI tells influencers to review and satisfy themselves with the product before they promote it it to its audience. The draft guidelines were first issued back in February.

ASCI details that influencers want to add disclosure to their posts only whether there is any fabric connection with the advertiser. This connection includes monetary compensation, freebies, or any other compromise that is discussed between the two. It adds, “Whether there’s no fabric connection and the influencer is telling people approximately a services or products they bought and happens to like, that isn’t regarded as to be an advertisement and no disclosure is required on such posts.”

Influencers have been asked to place these disclosures in a manner that isn’t tough to overlook. They will have to not be buried in a group of hashtags or links and influencers will have to use disclosure tools offered by the platform along with other means. Whether ads or videos are posted on Instagram stories or Snapchat, then these will have to have a disclosure label superimposed over the satisfied. Disclosure labels such as advertisements, ads, sponsored, collaboration, partnership, employee, and free gift can be utilized.

For videos that final 15 seconds or lesser, the disclosure label should stay for at least 3 seconds. For videos that are two minutes or longer, the disclosure label should stay for all of the duration of the section in which the promoted brand or its features and benefits are mentioned. Lastly, for videos longer than 15 seconds, but less than 2 minutes, the disclosure label will have to stay for one-third the length of the video.

Relating to audio media, like podcasts, the disclosure should be clearly announced at the beginning and at the end of the audio, and before and after each and every break that is taken in between. In live streams, the disclosure label will have to be announced at the beginning and the end of the broadcast. Whether the post continues to be visible after the live stream is over, appropriate disclosure should be added to the text/ caption.

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