ASCI Updates Influencer Guidelines: Clarifying Roles in Health and Finance Sectors

Introduction: Enhancing Clarity in Influencer Marketing

The Advertising Standards Council of India (ASCI) has recently revised its influencer advertising guidelines, specifically targeting content creators in the health and finance sectors. These updates aim to distinguish between general promotional content and technical advice, ensuring that consumers receive accurate information while allowing influencers to engage authentically with their audiences.​

Key Changes in the Guidelines

1. Differentiating Content Types

ASCI's updated guidelines now make a clear distinction between:​

• General Promotions: Content that discusses broad topics such as the importance of regular health check-ups or general financial literacy.​

• Technical Advice: Content that provides specific recommendations, such as investment strategies or medical treatments.​

Influencers providing technical advice are now required to possess and disclose relevant qualifications. ​

2. Qualification and Disclosure Requirements

• Finance Influencers: Those offering specific financial advice must be registered with appropriate regulatory bodies, such as the Securities and Exchange Board of India (SEBI), and must disclose their registration details prominently. 

• Health Influencers: Individuals providing medical or nutritional advice must hold relevant qualifications (e.g., medical degrees, certifications in nutrition) and must clearly state their credentials in their content. ​

3. Presentation of Disclosures

To ensure transparency, ASCI mandates that disclosures be:​

• Visual Content: Qualifications should be superimposed on videos or stated at the beginning.

• Text-Based Content: Credentials must be mentioned at the start of the post.​Audio Content: Qualifications should be declared at the beginning of the audio segment. ​

Implications for Influencers and Brands

These revisions allow influencers without formal qualifications to participate in general promotional activities, such as discussing the benefits of healthy eating or the importance of saving money. However, when delving into specific advice, appropriate credentials are now a prerequisite.

For brands, this means a broader pool of influencers can be engaged for general promotions, but care must be taken to ensure that any technical advice shared aligns with ASCI's guidelines.​

Conclusion: Balancing Engagement and Responsibility

ASCI's updated guidelines reflect a nuanced approach to influencer marketing in sensitive sectors. By distinguishing between general content and technical advice, the council aims to protect consumers while allowing influencers and brands to collaborate effectively.​