: Disclosure labels for promotional content on digital media need to be upfront: ASCI #IndiaNEWS To enable consumers to easily recognise promotional content on digital platforms, the Advertising Standards

Disclosure labels for promotional content on digital media need to be upfront: ASCI #IndiaNEWS
To enable consumers to easily recognise promotional content on digital platforms, the Advertising Standards Council of India (ASCI) has released draft guidelines for influencer advertising.

The influencer industry is growing fast. According to digital marketing agency AdLift, India’s influencer market is estimated at -0 million a year as compared to the global market of . 75 billion. This is an industry that has become mainstream within the advertising space and is only expected to grow as more Indians go online.

It’s no wonder that brands across sectors are associating with influencers to get across their marketing messages. So, much of what influencers post is promotional, and a lot of it is not identified as such. Such non-disclosure is a disservice to consumers and is misleading.

The guidelines for influencers advertising on digital media will be available for all stakeholders, including industry, digital influencers as well as consumers for feedback till March 8, 2021. Based on the feedback and inputs, the final guidelines will be issued by ASCI by 31st March 2021. This guideline will be applicable to all promotional posts published on or after 15th April 2021.

In keeping with the changing marketing paradigm, ASCI has closely followed advertising content on digital platforms. Last September, it associated with TAM Media Research to monitor more than 3,000 digital platforms for misleading marketing messages. With the guidelines, ASCI will assist consumers, brands and content creators to ensure all stakeholderp?&H[?????H????Y??Y?H?[??Y?[]?H??X?? ???????????????T??x?&???[?Y???[?????[X?Y?X?[X???Y]????Y??Y?][]??????X[HH?[YH[???[
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