Social media influencers, YouTubers, and celebrities marketing their favorite brands will have to be a little more careful in the future due to a new rule proposed by the Advertising Standards Council of India (ASCI).
The guidelines note that all platforms, including cell phones, should display advertisement labels clearly. For audio material, prior and after announcements are needed. The Instagram guidelines recommend that the disclosure label be put directly onto the image. Our commodity cannot be distorted to appear in a better light.
The influencers would also have to check whether the statements being made in the ad are accurate and confirmed.
ASCI’s Secretary General, Manisha Kapoor, says
“The biggest part of the new rules is to tell consumers that you are watching an ad and not content. That disclosure has to be in a prominent position.”
Guidelines are similar to FTC guidelines in the United States and can bear fines if violated. It is anticipated that the draft plan will be unveiled by April 15th.
The new rules were introduced during an era when celebrities and influencers did not adequately report paid engagements. An approximate $75 to $150 million is spent on influencer marketing in India.
Following the latest rules, media viewers and followers should foresee certain limits on misleading advertising.