ASCI now accepts paid partnership tags on Instagram as adequate disclosure for influencer advertising

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. After extensive feedback from all stakeholders – advertisers, agencies, influencers, and consumers, the guidelines were framed which are applicable to commercial messages or advertisements published on or after June 14, 2021. The guidelines make it mandatory for influencers to label the promotional content they post and ensure that it is identified as paid promotion.

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 therefore will consider the Instagram “Paid Partnership” tag as an acceptable alternative to its disclosure labels. MSN