: Experts feel ASCI guidelines can help increase accountability in influencer marketing #IndiaNEWS #Featured Recently, ASCI created waves by unveiling a set of guidelines for influencer marketing on

Experts feel ASCI guidelines can help increase accountability in influencer marketing #IndiaNEWS #Featured
Recently, ASCI created waves by unveiling a set of guidelines for influencer marketing on digital media, a month into the release of the new guidelines, we take stock.

Whenever something new happens, there are bound to be shifts and discussions. Opinions often flow freely, helping shape narratives and policies. The same is happening with the new ASCI (Advertising Standards Council of India) guidelines for influencer marketing on digital media, which came into effect a little over a month ago. Simply put, it was a result of a need to ensure that people are aware of what they are consuming and influencers cant get away with fooling their fans.

Extensive industry and creator feedback was taken before the influencer marketing guidelines were implemented and a month later, according to ASCI, the feedback coming in had already been considered in the development stage. There is no immediate plan to revise the guidelines. We have shared one addendum which has prescribed the format in which we need advertisers to respond, says Manisha Kapoor, Secretary General, ASCI tells us.

The Month So Far

She feels its just the beginning and the organisations focus is currently on creating awareness. We have received and picked up complaints, including those against mega influencers, and we are processing them. In most cases, the influencers immediately take correction action after being contacted by ASCI. So far, ASCI has processed over a hundred complaints related to influencer marketing, of which about 60 were from consumers and 40 were taken up by them on their own.

To monitor the implementation of the guidelines and ensure that influencers and content creators comply with them, ASCI has tied with Reech, a French agency.

Artificial intelligence is being used to spot guideline violations in influencer posts — the testing phase has been completed and ASCI anticipates an increase in the number of violations they spot and flag. Consumers are, as always, welcome to contact them to report any violation.

We are definitely seeing a change with several influencers now putting up disclosure labels. We are also seeing marketing agencies and talent management firms updating their contracts or revamping existing ones with content creators and social media influencers based on the ASCI guidelines, she says, adding that though there have been shifts, there is still some way to go.

Content At The Heart

While the new guidelines have not impacted the work we have been doing as such, this has certainly helped brands as well as consumers to distinguish promotional content from regular pots and has thus ensured more transparency, says Divisha Iyer, Associate Vice President Solutions, Business Head Influencer Management, Schbang.