Great news for influencers! Must Label Paid Content – Business News
From June 14, highly-followed online influencers on social media who advertise brands from their accounts will be required to disclose paid partnerships, according to the latest guidelines from the Advertising Standards Council of India (ASCI).
The final outline, unveiled on May 27, was initially released in February, and comments from all stakeholders – influencers, advertisers, agencies and consumers were solicited.
ASCI has made it mandatory for all digital influencers to separately label the promotional content they post and to exercise due diligence regarding the products or services they promote online.
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The new guidelines apply to content spanning websites, blogs, social media platforms, apps, digital terrestrial television and video streaming platforms, among others.
The self-regulatory body has projected the size of the online influencer industry to $ 150 million, with digital marketing making significant strides in recent years.
It has been engaged in stakeholder interactions since last year and released draft influencer advertising guidelines in February 2021.
Dhruv Chitgopekar, founding partner of the Collective Artists Network and CEO of Bigbang.Social, who was among those consulted, told reporters that influencers started out as “guerrillas” in the marketing arena, but are now at the forefront.
He expressed confidence that the guidelines will not result in any drop in revenue for these influencers and that there will be better transparency.
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ASCI General Secretary Manisha Kapoor said the organization has hired tech companies to explore the content to identify the nondisclosure.
She added that ASCI had taken a very collaborative approach when developing the guidelines.
Its chairman, Subhash Kamath, has so far said that he has seen 95% compliance with his actions after reporting violations of standards, and if nothing works, the body can also pass them on to the respective sector regulators. .
“On social networks, the lines between content and promotion are blurring. The lines are not so clear,” he said, explaining the need for ASCI to intervene.
He added that the guidelines, which are on the web, do not seek to influence the creative process of creating an ad at all. These are just the disclosures ASCI wants, as consumers have a right to know what gets paid and what is organic.
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