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Only 20% influencers following paid content guidelines. Is ASCI listening?

The advertising regulatory board guidelines clear state that when a paid content or ad is played on digital platforms, influencers should mention so. However, not many are following it. While one section says there is lack of clarity on the guidelines, others say brands won’t allow them do so.

July 14, 2021 / 08:42 PM IST

While influencers will have to tell it all when it comes to brand collaborations or paid promotions, it looks like not many are doing it.

The Advertising Standards Council of India (ASCI), in May this year, came out with the final guidelines for influencers on digital platforms, asking them to make sure viewers are well aware if a content is a paid one or an ad.

The guidelines by the self-regulatory body came into effect from June 14.

However, a look at some of the posts on Instagram shows that some influencers are not following the guidelines yet.