Seven hashtags you need to choose from if you are an influencer who is advertising in India

Reality Check : Implications of ASCI’s influencer guidelines

Article that I wrote for Cosmetech Digital

What are the chances of you getting confused between content and advertisement while watching TV or reading print media ? It is highly unlikely — right ? The format of the TV medium is such that a consumer is easily able to distinguish between the two. Newspaper supplements, too disclose “advt” or “advertorial” status for the Print advertisements. Of course, there are additional safeguards built-in such as the Cable TV Network regulation which requires that “All advertisement should be clearly distinguishable from the programme and should not in any manner interfere with the programme….”. Press Council of India’s Norms for Journalistic Conduct state that “Journalistic propriety demands that advertisements must be clearly distinguishable from editorial matter carried in the newspaper….”

However, digital media does not have any such established norm or regulation in place as yet. The boundaries between content and advertisements are blurring as more and more content is being pushed out by the advertisers as well as influencers — especially on the Social Media platforms. The promotions are camouflaged, affiliate marketing linked are being plugged-in, lot of barter deals on sponsored travel and not to miss the so called “product reviews” being dished out

As per Dentsu Digital Report 2021, Digital medium is growing exponentially and the pandemic has further propelled its adoption. Advertising spend on digital media has increased from a share of 20% in 2019 to 28% in 2020. It is further expected to reach 34% by the end of 2022.

As per Dentsu Digital Report 2021, Digital medium is growing exponentially and the pandemic has further propelled its adoption. Advertising spend on digital media has increased from a share of 20% in 2019 to 28% in 2020. It is further expected to reach 34% by the end of 2022.

Let us look at how marketers in India have quickly evolved. As per ClanConnect.ai Study findings, 78% of market leaders leveraged “influencer” marketing route and many engaging over 10 influencers during 2020 for their campaigns. Over 13% were using this route for the first time! This trend is continuing over 2021 despite the concern about questionable influencers and their fake followers, which majority of the marketers are grappling with.

While everybody is making hay while the sun shines, if advertisers and their paid influencers continue to misrepresent paid content as organic, regulator intervention is bound to happen sooner than later. Why so ? Because, not disclosing paid content as an “ad” is tantamount to deceptive advertising and misleading advertising can get you in trouble.

Taking cue from the International Best Practices, the Advertising Standards Council of India (ASCI) introduced Guidelines for Influencer Advertising in Digital Media to encourage self regulation among industry players. The simple ask of this guidelines is for an advertiser and for influencers engaged by that advertiser, to disclose whenever a communication is a paid for content or there is “material connection” between the two parties. While an influencer is also required to comply, an advertiser is primarily responsible — if a consumer were to complain. At the end of the day, reputation of your brand and its trustworthiness among your consumers is very important. Non-adherence by an influencer by oversight or deliberately would only damage your brand equity.

The ASCI guidelines were launched on June 14, 2021 and it is to be seen how they are being embraced by influencers. Compared to the UK benchmark that insists on having the prefix “Ad” , India requirements provide lot of flexibility to use alternate words.

Refer the infographic for the choice of hashtags.