{"id":14072,"date":"2021-02-24T00:00:00","date_gmt":"2021-02-24T00:00:00","guid":{"rendered":"https:\/\/www.nextias.com\/current_affairs\/uncategorized\/24-02-2021\/draft-guidelines-for-influencer-advertising\/"},"modified":"2021-02-24T00:00:00","modified_gmt":"2021-02-24T00:00:00","slug":"draft-guidelines-for-influencer-advertising","status":"publish","type":"post","link":"https:\/\/www.nextias.com\/ca\/current-affairs\/24-02-2021\/draft-guidelines-for-influencer-advertising","title":{"rendered":"Draft Guidelines for Influencer Advertising"},"content":{"rendered":"<p><strong>In News: <\/strong>The <strong>Advertising Standards Council of India (ASCI)<\/strong> has released Draft Guidelines for <strong>Influencer Advertising on digital media.<\/strong><\/p>\n<ul>\n<li>The guidelines will be available for all stakeholders, including industry, digital influencers as well as consumers for feedback till March 8, 2021.<\/li>\n<\/ul>\n<p><strong>Key Highlights <\/strong><\/p>\n<ul>\n<li>The proposed draft guidelines state that <strong>influencers should ensure \u201cdisclosure labels <\/strong>to <strong>highlight advertising content<\/strong>\u201d and <strong>these should be upfront, prominent <\/strong>and <strong>clearly visible on all devices<\/strong>.\n<ul>\n<li>\u00a0<strong>Disclosure labels<\/strong> <strong>should be visible<\/strong> within the<strong> first two lines<\/strong> of any given platform.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li>Advertisements must be <strong>obviously distinguishable <\/strong>by the <strong>average consumer<\/strong> from <strong>editorial and independent <\/strong>user-generated content, to <strong>prevent the audience from being confused between the two. <\/strong>\n<ul>\n<li>Therefore, a disclosure label must be added to the list of approved labels<\/li>\n<\/ul>\n<\/li>\n<li>Influencers will also need to ensure filters are not used to exaggerate the claims of brands\u2019 social media ads.<\/li>\n<\/ul>\n<ul>\n<li>The draft guidelines have also <strong>proposed the manner<\/strong> or the <strong>required time period<\/strong> for the <strong>visibility of disclosure labels\u2019 depending on the format such as a textual post,<\/strong> <strong>length of the videos, live-streams, audio posts <\/strong>or<strong> disappearing videos<\/strong>.\n<ul>\n<li>For instance, if the <strong>advertisements are only a picture post<\/strong> (such as Instagram stories or Snapchat) or <strong>the promotional video is not accompanied by a text post<\/strong>, the <strong>disclosure label must be superimposed over the picture or video.<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li>Once these guidelines are implemented, <strong>influencers will also need<\/strong> to<strong> do due diligence <\/strong>to ensure that <strong>any technical or performance <\/strong>claims made by brands are well-substantiated.<\/li>\n<\/ul>\n<p><strong>Significance<\/strong><\/p>\n<ul>\n<li>It is extremely <strong>important for consumers<\/strong> to be <strong>able to distinguish between regular posts and promotional content. <\/strong>\n<ul>\n<li>These guidelines will help consumers to identify promotional content and also guide s<strong>ocial media influencers to become more responsible <\/strong>when<strong> promoting brands.\u201d<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><strong>About Advertising Standards Council of India (ASCI)<\/strong><\/p>\n<ul>\n<li>It was established in 1985.<\/li>\n<li>It is committed to the cause of Self-Regulation in Advertising, ensuring the protection of the interests of consumers.<\/li>\n<li>ASCI was formed with the support of all four sectors connected with Advertising, viz. Advertisers, Advertising Agencies, Media (including Broadcasters and the Press) and others like PR Agencies, Market Research Companies etc.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/economictimes.indiatimes.com\/tech\/tech-bytes\/asci-issues-marketing-guidelines-for-social-media-influencers\/articleshow\/81162786.cms\" target=\"_blank\" rel=\"noopener\">Source:ET<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In News: The Advertising Standards Council of India (ASCI) has released Draft Guidelines for Influencer Advertising on digital media. The guidelines will be available for all stakeholders, including industry, digital influencers as well as consumers for feedback till March 8, 2021. Key Highlights The proposed draft guidelines state that influencers should ensure \u201cdisclosure labels to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":14073,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-14072","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-current-affairs"],"acf":[],"jetpack_featured_media_url":"https:\/\/wp-images.nextias.com\/cdn-cgi\/image\/format=auto\/ca\/uploads\/2023\/07\/7542471current-affairs (1).jpg","_links":{"self":[{"href":"https:\/\/www.nextias.com\/ca\/wp-json\/wp\/v2\/posts\/14072","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nextias.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nextias.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nextias.com\/ca\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nextias.com\/ca\/wp-json\/wp\/v2\/comments?post=14072"}],"version-history":[{"count":0,"href":"https:\/\/www.nextias.com\/ca\/wp-json\/wp\/v2\/posts\/14072\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.nextias.com\/ca\/wp-json\/wp\/v2\/media\/14073"}],"wp:attachment":[{"href":"https:\/\/www.nextias.com\/ca\/wp-json\/wp\/v2\/media?parent=14072"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nextias.com\/ca\/wp-json\/wp\/v2\/categories?post=14072"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nextias.com\/ca\/wp-json\/wp\/v2\/tags?post=14072"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}