On TV there are many advertisements about air conditioners, mobiles,
gadgets, toothpaste, shampoo, soap, etc. Many well known celebrities are part of such ads.
There are many influencers on social media platforms such as YouTube, Instagram, Facebook, etc.
where they post various forms of content.
These posts are highly viewed and such individuals have a large following.
They have millions of followers.
These influencers promote various products including shampoos.
They even promote mobiles, gadgets, clothing, makeup, etc.
It is common knowledge that celebrities are paid to appear on TV advertisements.
You may think that influencers are not paid for their content. But that's not the case.
Such influencers with a large following are usually paid by brands to promote their products.
For example influencers who promote a soap are usually paid to do it.
People think only TV ads are paid but even the social media ads are paid.
People are usually unaware about this.
Earlier, there weren't many regulations for social media influencers.
Television adverts were properly regulated, but social media was not.
People were free to collaborate with brands and post content.
This is why the Advertising Standards Council of India (ASCI)
has issued a set of draft guidelines that will be finalized by March 31.
It will be applicable to all influencers who want to post content on social media platforms.
These draft guidelines will apply to posts published on or after April 15.
Let me tell you about these guidelines.
On social media platforms like Facebook, Instagram, YouTube, Snapchat, Pinterest, etc.
when influencers post images, stories, LIVE, videos, etc.
if they have been paid by brands, then the influencer must ensure the post is labelled tags such as
#ad, #collab, #sponsored, and #partnership.
This will help people realise that the video was a paid advertisement.
As per the ASCI these labels must be visible on all devices like mobile, computer, iPad, laptop etc.
When an influencer posts any form of paid content on social media,
it must be mentioned in the video in any form for people to understand its a paid collaboration.
There is another rule. Let me give you an example.
Say a brand has a cream that promises to brighten the skin in 7 days.
When they ask influencers to promote the skin cream,
the influencers must not do so blindly.
It is the influencer’s responsibility to check its performance claims.
Influencers shouldn't use filters that exaggerate the brand's claims, to mislead viewers.
They must post authenticate images or videos.