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Final Guidelines for Influencer Advertising on Digital Media Issued by ASCI

The Advertising Standards Council of India (ASCI) has unveiled the final guidelines for influencer advertising on digital media. The draft guidelines initially were issued in February and feedback from all stakeholders – advertisers, agencies, influencers and consumers – was sought.

The guidelines will be applicable to commercial messages or advertisements published on or after June 14. The guidelines make it mandatory for influencers to label the promotional content they post.

Subhash Kamath, chairman, ASCI, said, “We received an overwhelming positive engagement and feedback from influencers and others for the draft guidelines, as well as suggestions to finetune and clarify some points. After extensive discussions, we are now launching the final guidelines that balance the interests of consumer, influencers, agencies, advertisers and all other stakeholders. I urge everyone to follow the ASCI Code and the guidelines and be part of this change promising transparency and responsibility.”

Source : As published in The Economic Times, May 28,2021

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