2 days ago
India's Influencer Ads Face Calls for Meaningful Transparency
People sometimes see product promotions in videos or posts that look like ordinary recommendations.
They may not realise that a company is paying for or otherwise connected to the message.
Indian guidelines say these connections should be disclosed clearly.
A disclosure hidden among hashtags or behind a link may be easy to miss.
ASCI reported that it reviewed 1,609 influencer-related ads in 2025-26, and most needed changes.
The article says brands, agencies, creators and platforms all have a role in making promotions clear.
The goal is not to stop influencer advertising.
It is to help people recognise when content is trying to sell them something.
India’s 2022 consumer-protection guidelines and ASCI’s 2021 influencer-advertising guidelines require clear disclosures of commercial relationships.
Disclosures should be prominent and understandable, rather than buried among hashtags or placed behind a click.
ASCI reported processing 1,609 influencer-related advertisements in its 2025-26 annual report; 97.3% required modification.
ASCI may ask advertisers or influencers to modify or remove non-compliant content, and persistent cases may be escalated to a regulator.
The article urges brands, agencies, creators and platforms to make disclosure a consistent part of campaign planning and delivery.
- Who
- The Central Consumer Protection Authority (CCPA), the Advertising Standards Council of India (ASCI), and the brands, agencies, creators and platforms involved in influencer campaigns.
- What
- An opinion article argues that influencer-advertising disclosures must be more visible and consistently applied.
- Where
- India.
- When
- The article cites CCPA guidelines from 2022, ASCI guidelines from 2021, and ASCI figures from its 2025-26 annual report.
- Why
- To help consumers recognise commercial promotions and avoid being misled by content that resembles personal or editorial material.
Key facts
- CCPA guidelines
- The 2022 guidelines address misleading advertisements and the responsibilities of endorsers.
- ASCI guidelines
- ASCI’s 2021 guidelines require disclosure of a material connection between an advertiser and influencer.
- Ads processed
- ASCI reported processing 1,609 influencer-related advertisements in its 2025-26 annual report.
- Ads requiring modification
- 97.3% of the influencer-related advertisements processed required modification, according to ASCI.
- Possible action
- Non-compliant advertisers or influencers may be asked to modify or remove content; persistent cases may be escalated to the relevant regulator.
- Author’s central argument
- Existing rules need to be implemented consistently across the campaign ecosystem, with disclosures that consumers can readily notice and understand.
Sources
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