Report by Tanya Singh:
To enable consumers to easily recognize promotional content on digital platforms, the Advertising Standards Council of India (ASCI) has released draft guidelines for influencer advertising on digital media. The guidelines for influencers advertising on digital media will be available for all stakeholders, including industry, digital influencers as well as consumers for feedback till March 8, 2021. Based on the feedback and inputs, the final guidelines will be issued by ASCI by 31st March, 2021. This guideline will be applicable to all promotional posts published on or after 15th April 2021.
The guidelines were a collaborative effort with influencers. ASCI teamed up with Big Bang. Social, a leading marketplace for social storytelling, to get India’s leading digital influencers’ views on board. The rules say that promoting labels ought to be clearly seen for video content material on all platforms, together with cell phones. For audio content material, the disclosure must be introduced earlier than and after the content material. In case of social platforms like Instagram, the rules recommend that the disclosure label be superimposed on the picture. The content material can’t be digitally manipulated to point out the product in higher mild.
Influencers may even must confirm whether or not the claims being made within the commercial are legitimate and might be substantiated. Secretary common of ASCI Manisha Kapoor mentioned: “The most important a part of the brand new guidelines is to inform customers that you’re watching an advert and never content material. That disclosure needs to be in a outstanding place.”