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ASCI modifies influencer guidelines; update for health and finfluencers
Now influencers need to be qualified and declare such qualifications only where technical information and advice are provided.
Regulatory bodies like ASCI have brought much-needed clarity to influencer marketing, but it’s also surfaced a significant challenge: ensuring consistent compliance across a diverse creator base, particularly among micro and nano influencers who may not fully grasp regulatory nuances. This gap in understanding can lead to non-compliance, risking penalties and causing brands to hesitate when partnering with smaller creators. (Image Source: Digital @ HEC Montreal)
The Advertising Standards Council of India (ASCI) has released an update to its Influencer Advertising Guidelines, specific to Addendum 2 for health and finance influencers.
Earlier, all influencers providing advice and/or promoting and/or commenting on merits or demerits on aspects related to commercial goods and services in the fields of BFSI and health & nutrition were required to have the necessary qualifications and certifications in order to provide such information and advice to consumers.
Now influencers need to be qualified and declare such qualifications only where technical information and advice are provided.
Where the advertisement is of a generic nature or in the form of a public service message, such qualifications are not necessary. For example:
1. An insurance company using an influencer to talk about the need for annual health check-ups.
2. A health food company tying up with a chef or food blogger to promote a meal service.
Manisha Kapoor, chief executive officer and secretary general of ASCI, stated, "Influencer marketing has matured beyond simple endorsements and now often involves strategic partnerships for various aspects of brand communication. The updated guidelines bring in the required nuance for influencers operating in the BFSI and Health & Nutrition space."
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