ASCI Relaxes Norms For Influencers
ASCI has updated the guidelines to draw a distinction between generic promotions and the promotion of technical aspects of a product and service, which consumers are likely to interpret as expert advice
Chennai: Advertising watchdog The Advertising Standards Council of India (ASCI) has relaxed its norms for health and finance influencers when the advertisements are generic in nature. The need to have proper qualification only when technical information and advice are provided.
Earlier, all influencers providing advice, promoting or commenting on merits or demerits on aspects related to commercial goods and services in the fields of BFSI and health and nutrition were required to have the necessary qualifications and certifications in order to provide such information and advice to consumers.
However, ASCI has updated the guidelines to draw a distinction between generic promotions and the promotion of technical aspects of a product and service, which consumers are likely to interpret as expert advice. Now influencers need to be qualified and declare such qualifications only where technical information and advice are provided.
Where the advertisement is of a generic nature or in the form of a public service message, such qualifications are not necessary as in the case of an insurance company using an influencer to talk about the need for annual health check-ups or a health food company tying up with a chef or food blogger to promote a meal service.
