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ASCI accepts ‘paid partnership’ tag on Instagram

The tag will now be accepted as adequate disclosure for influencer advertising, ASCI said.

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Mumbai: The Advertising Standards Council of India (ASCI) has declared that the paid partnership tag that influencers carry in their advertorial posts on Instagram meets the principles of the ASCI guidelines for influencer advertising on digital media. The self-regulatory body therefore will consider the Instagram 'Paid Partnership' tag as an acceptable alternative to its disclosure labels. 

The ad industry watchdog had released the guidelines for influencer advertising in India last year in June after extensive feedback from all stakeholders – advertisers, agencies, influencers, and consumers. The guidelines, which are applicable to commercial messages or advertisements published on or after 14 June 2021 were then framed, making it mandatory for influencers to label the promotional content they post and ensure that it is identified as paid promotion.

This decision will reduce the burden on brands and influencers and will encourage greater compliance from all parties, said ASCI. 

Post releasing the guidelines, ASCI screened around 5,000 posts until December 2021. Over the period of six months, it processed 729 complaints which were considered to be prima facie violations of the guidelines. From the total complaints, ASCI achieved total compliance of 86 per cent, where influencers modified the posts that were complained against.

The guidelines and all information related to the influencer guidelines can be accessed at ASCI's social platforms.

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