Mandatory Guidelines for Influencers by ASCI

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Advertising Standards Council of India (ASCI) has issued the final guidelines for Influencer advertising on different social and digital platforms. This guideline was drafted after consulting with various Agencies, Influencers, Advertisers, and Consumers to track the correct feedback. This guideline revolves around the Influencer’s content which should clearly differentiate the promotional one and label them accordingly.

ASCI collaborated with Big Bang Social; a marketplace created for social storytelling. This is one of the leading platforms from where ASCI got an update about digital influencer and their viewpoint on the same. The main highlighted note down of guideline is influencers need to demarcate between promotional content whether it is paid or not from their normal genre.

The guideline will be implemented for all advertisements or commercial promotions being published on or after 14 June 2021.

The basic reason to take this step is filtering the content architecture. Influencer marketing has become the boom factor in the marketing world, big personality’s endorsement creates a huge difference in generating leads. People trust their recommendation, so it’s a moral responsibility to be clear on the terms of promotional activities to avoid any kind of misrepresentation. Transparency among consumers leads to build long-term growth for both influencers as well as Brands associated with them.

ASCI stated that the necessary action was taken only after following proper feedback mechanism from Advertisers like Tata, PepsiCo, Nestle, P&G, HUL, and influencers like Raghav Meattle, Aanam C, Ayesha Billimoria, Dolly Singh, Vishnu Kaushal. Overall, it’s a win-win situation for all respective members.

Moving on to the Implementation part; ASCI took some approach like picking Reech- a French technology provider who tracks non-disclosure of commercial advertisement across social media through the use of Artificial Intelligence. Machine learning algorithms and Pattern checking regular expression work together to check the accuracy of the content.

Adding to this ASCI came up with a platform “ASCI.social”- One complete destination for all the guidelines, information, FAQs, Do’s, and Don’ts. This platform aims to deliver the right information to wide consumers, also aware them of accurate content it reduces the chances of any mismatch of information it will create intelligence of buying whether to rely on endorsement or not. Influencers will be cautious about any fake endorsement, unfit products after this guideline.

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