Bollywood actors among those who breached ASCI influencer ad guidelines

Ranveer Singh, Urvashi Rautela, Jacqueline Fernandez named in report that lists 28 instances of violations by influencers, brands

The Advertising Standards Council of India (ASCI) on Thursday released a report that listed non-compliant influencers, which included actors Ranveer Singh, Urvashi Rautela and Jacqueline Fernandez, for failure to adhere to guidelines set by the watchdog last year.

ASCI launched the Guidelines for Influencer Advertising in Digital Media on May 27, 2021, to ensure transparency of branded promotions by influencers on social media. The regulations came into effect from June 14, and the Report on Influencer Advertising Guidelines is based on ASCI’s monitoring from July to December 2021.

According to the report, the key violations that were observed are: absence of disclosures; inconsistency of disclosure (for example, the first story on Instagram may have the disclosure but not the stories that followed); and incorrect disclosure placement (the disclosure labels were not placed in a manner that was easily visible to the audience).

The report lists 28 instances of violations by the influencers and brands. Singh was promoting ethnic wear brand Manyavar, while Rautela was advertising jewellery designer Renu Manjunath and Fernandez Colorbar Cosmetics. Singh has 38.2 million followers on Instagram. Rautela is followed by 45.3 million on Instagram, and Fernandez by 57.7 million.

Sonam Babani, a celebrity stylist and luxury consultant, was reported for five violations. Among brands, Nykaa E-Retail Private was listed in three of the violations, two of which involved its Aveda line of products.

ASCI began screening social media platforms and handling end-consumer complaints in partnership with French technology firm Reech in July 2021.

Over six months, ASCI says it screened about 5,000 posts, stories and feeds from influencer handles and has completed processing 719 posts that were considered to be prima facie in violation of the guidelines. Of the total complaints processed, 21 per cent originated from end consumers, while the rest were picked up through ASCI’s artificial intelligence-based surveillance. Most of the end-consumer complaints related to Instagram feeds and stories.

Of the posts processed, 577 (80 per cent) influencers voluntarily amended or withdrew their posts. Of the remaining 142 complaints, 121 were upheld by ASCI’s Consumer Complaints Council and the influencers were asked to withdraw or modify their posts. ASCI adds that its recommendations received 86 per cent compliance from influencers.

What ASCI influencer guidelines say

Instagram: Disclosure label to be included in the title above the photo/beginning of the text. If only the image is seen, the image itself must include the label

Facebook: Include the disclosure label in the title of the entry or post. If only the image/video is seen, the image/video itself must include the label. Eg: FB story

Twitter: Include the disclosure label or tag at the beginning of the body of the message as a tag

Pinterest: Include the disclosure label at the beginning of the message

YouTube and other video platforms: Include the label in the title/description of the post

Vlog: Overlay the disclosure label while talking about the product or service

Snapchat: Include the disclosure label in the body of the message in the beginning as a tag

Blog: Include the disclosure label in the title of the post

Screening segments

(Ads without disclosures fell predominantly under 4 categories)

• Fashion & lifestyle: 29%

• Cosmetic: 19%

• Food & beverage: 13%

• Personal care: 12%

Source: ASCI