ASCI Influencer Guidelines: What Brands and Creators Must Do
Paid or sponsored posts in India must be clearly disclosed. India's advertising self-regulator ASCI publishes influencer advertising guidelines, and consumer-protection rules also cover endorsements. Brands share responsibility with creators.
The basics
Disclose the relationship clearly and early in the post, in a label people can see, such as a paid-partnership tag or a clear ad label. Do not hide it among hashtags. Do not make claims you cannot support.
What brands should do
Brief creators on disclosure, review posts before they go live, keep records of approvals and avoid claims that need proof. In regulated categories such as finance and health, take extra care.
Check the current rules
Rules are updated from time to time. Read the latest ASCI and consumer-protection guidance, and take legal advice for sensitive categories.
How we handle it at Dhi & Kin
We brief every creator on disclosure and check posts before they go live.
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