Business Standard

ASCI's new e-norms likely to hurt nano and micro influencers the most

Experts say the market is expected to shrink 20% because of the ASCI rules

digital media advertising

Illustration: Ajay Mohanty

Viveat Susan Pinto Mumbai
The new guidelines pertaining to online influencer marketing by the Advertising Standards Council of India (ASCI) may hurt nano and micro influencers the most, said agencies working in the area.
The industry watchdog on Thursday had made it mandatory for online influencers to label promotional content.
Around 40 per cent of the Rs 1,200-crore online influencer market in India consists of nano and micro influencers. The balance 60 per cent consists of A-listers and prominent celebrities, who have a big fan following online.
The A-listers are expected to adapt quickly to the new norms, which may not

Don't miss the most important news and views of the day. Get them on our Telegram channel

First Published: May 29 2021 | 6:10 AM IST

Explore News

To read the full story, subscribe to BS Premium now, at just Rs 249/ month.

Key stories on are available only to BS Premium subscribers.

Register to