What do ASCI guidelines say about paid social posts?
Short answer
ASCI, India’s advertising self-regulator, requires paid posts by creators to carry a clear, upfront disclosure label, and expects claims in them to be truthful.
ASCI’s guidelines for advertising by influencers on digital media ask that any post made in return for payment, free products or other benefits is clearly labelled as an ad, using labels like #ad, #collab or #sponsored or the platform’s paid partnership tool.
The label should be easy to notice, not hidden among hashtags. For videos, the disclosure should be visible in the video itself for long enough to be noticed. Claims also need to be honest, and creators are expected to check them before endorsing.
Read ASCI’s latest guidance for exact requirements. Every Pomera post carries the paid partnership label. See how Pomera handles disclosure.