The Advertising Standards Council of India (ASCI) has released the Top Influencer Compliance Scorecard, revealing that 69% of India’s Top 100 Digital Stars failed to meet guidelines for influencers on social media. Prominent and hard-to-miss disclosures are mandated in the case of any material connection, not only as per ASCI’s Guidelines for Influencers Advertising in Digital Media but also the Central Consumer Protection Authority’s (CCPA) Guidelines.
The study analyzed brand-promotion posts by influencers featuring in Forbes India’s Top 100 Digital Stars 2024 across Instagram and YouTube between September and November 2024. With a combined reach of over 110 million, these influencers set industry trends and are role models for other influencers.
Manisha Kapoor, CEO & Secretary-General, ASCI, said, “The results of our exercise show that even top influencers have a disappointing rate of adherence to the principles of transparency and audience trust. There is an urgent need for agencies, influencers, and brands to take note of this and course-correct. With influencer advertising attracting mainstream advertising budgets, it is concerning to note the failure of this ecosystem to get its act together in building a mindset of responsibility and compliance. Brands working with influencers should be careful to select those who respect the law and their audiences. Likewise, influencers who value their own reputations need to push back against brands that ask them to flout the law. We hope this report serves as a wake-up call for influencers, talent agencies, and brands.”
