ASCI influencer guidelines: disclosure rules every Indian brand must follow
By Akshat JainFounder · Performance Marketer & Growth StrategistThe short answer
In India, any material connection between a brand and an influencer — payment, free product, discount, employment — must be disclosed clearly and upfront, using labels such as 'Ad', 'Sponsored', 'Collaboration' or 'Partnership'. ASCI's guidelines and the Department of Consumer Affairs' endorsement guidelines both apply, and brands share responsibility for compliance.
Key takeaways
- Disclose any material connection — not only cash payments.
- Put the label upfront, where people see it without clicking 'more'.
- Use the platform's paid-partnership tool plus a clear label.
- Influencers should have used the product they endorse.
Compliance checklist for brands
- Disclosure label in the first lines of the caption or on the video itself.
- Platform tool — Instagram's paid partnership label — switched on.
- Clear language — 'Ad', 'Sponsored', 'Collaboration', 'Partnership', 'Free gift'.
- Truthful claims — no claims the brand couldn't substantiate itself.
- Due diligence — the creator has used and can stand behind the product.
- Records — keep briefs and approvals in case of a complaint.
Compliance is built into how we run influencer marketing, including finding and vetting creators.
Sources
Written by
Akshat Jain
Founder · Performance Marketer & Growth Strategist
Akshat runs the demand side of Advorize — paid media, SEO and growth strategy across Meta, Google, LinkedIn and TikTok for clients in India, the USA, Canada and the UAE. He writes about what actually moves cost per qualified lead.
Read Akshat's profile→