The final guidelines will be released by the Advertising Standards Council of India (ASCI) by 31 March 2021.
To bring transparency to social media, the Advertising Standards Council of India (ASCI) has issued guidelines for “influencer advertising” on digital media. ASCI noted that influencer advertising is growing rapidly these days. These days, influencer posts are getting much publicity and sometimes it is difficult to identify them. According to the new guidelines, all influencers must tell whether a creative post, video or written content is an advertisement. Apart from this, if there is a product placement, it also needs to be cleared.
This rule is applicable for all social media platforms including YouTube, Twitter, Facebook, Instagram, Snapchat, blogs and other video platforms. All types of paid content, online advertisements should be clearly highlighted so that the viewer can clearly understand that it is a sponsored content. ASCI also said that influencers should avoid words or claims like “Fastest speed”, “Best in class”, doubly better. Or with such an ad, there should be a confirmation of the owner of the brand in which the claims have been confirmed.
Final guidelines will be released till 31 March
Feedback will be taken from all stakeholders and digital influencers by March 8, 2021, before issuing guidelines for influencer advertising on digital media. After this, the final guideline will be released by ASCI by 31 March 2021 on the basis of feedback and input. After finalizing the guidelines, will be applicable to all promotional posts published on or after 15 April 2021.
For video, the new guidelines make it clear that the disclosure label should be placed on the video in such a way that it is easily visible to the viewer. For videos of 15 seconds or less, the disclosure label must remain at least 2 seconds. For longer than 15 seconds but less than 2 minutes, the length of the video labeled Disclosure is up to 1 / 3rd. For live streams, the disclosure label must be kept periodically.
ASCI has also released a reckoner for influencers for different platforms…
- Instagram: The disclosure label above the photo should be included at the beginning of the title.
- Facebook: Include the disclosure label in the title of the beginning or post.
- Twitter: Include a disclosure label or tag as a tag in the main part of the message
- YouTube And other video platforms: include the label in the title / detail of the post.
- Vlog: Overlay the disclosure label when talking about a product or service.
- Snapchat: Include the disclosure label as a tag at the beginning of the message.
- Blog: Include the disclosure label in the title of the post.
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