ASCI Sharpen Guidelines, Distinguishing Generic vs. Technical Influencer Endorsements
ASCI’s updated Influencer Guidelines clarify when health and finance influencers need formal qualifications, separating casual promotions from expert advice in a mature marketing landscape
Prakhar
From Endorsements to Expert Advice
The Advertising Standards Council of India (ASCI) has refined its Influencer Advertising Guidelines, introducing an addendum that draws a clear line between generic promotions (e.g., a chef endorsing a meal kit) and technical advice(e.g., nutritional claims or financial planning tips). This evolution acknowledges that today’s influencers often wear multiple hats, and consumers need clarity on who’s speaking as a friend versus who’s speaking as a certified expert.
What’s New in the Playbook?
Under the revised rules, health and finance influencers can continue sharing lifestyle content and broad endorsements without extra credentials. However, the minute they dive into “how-to” territory, detailing calorie counts, medication interactions, investment strategies, or tax planning, they must possess and disclose relevant qualifications (e.g., dietitian license, SEBI registration). Failing to do so risks complaint flags and mandatory corrective notices.
Why It Matters
Influencer marketing has outgrown simple brand shout-outs. From humming fitness supplements to unravelling crypto portfolios, social voices now shape critical life decisions. ASCI’s nuanced framework protects consumers, preventing well-meaning creators from inadvertently doling out flawed advice, while preserving the freedom to promote products in a loosely expert-unbound style.
Enforcement and Education
ASCI will monitor high-risk categories, flag questionable posts, and demand disclaimers from unqualified influencers. It’s also partnering with creator platforms to roll out workshops on ethical compliance. The aim: foster a transparent ecosystem where trust underpins every branded mention, whether in a morning smoothie reel or a mortgage-planning webinar.
Balancing Creativity and Credibility
Brands and agencies must now brief influencers more carefully, mapping content against qualification checklists and ensuring on-screen disclaimers align with ASCI’s taxonomy. Agencies see this as a welcome development: while it adds a compliance layer, it also elevates the influencer domain, rewarding genuine expertise and discouraging superficial endorsements.
Final Thought
In an era where social media equals mass media, ASCI’s updated guidelines strike the right chord, upholding consumer welfare without stifling creativity. By distinguishing between casual promos and credentialed counsel, the body ensures that when influencers speak as experts, they’re equipped to deliver accurate, responsible, and ethical advice.
