Explained: How the influencer industry changes with new ad norms

Expected to declare paid-for posts upfront, there is concern that brands might rethink strategy

Last week saw Clubhouse, the invitation-only social media app where multiple users can interact through chat rooms, take off in a big way in India. Topics up for discussion included the Friends reunion episode, the Central Vista project and mental health in the time of a pandemic. A good chunk of the conversations revolved around the new digital influencer guidelines issued by the Advertising Standards Council of India (ASCI).

Broadly, the regulations, which kick in from June 14, stipulate that influencers must clearly label all promotional posts to safeguard the interests of consumers, marketers and the advertising industry.

On Clubhouse,