Mumbai: The Advertising Standards Council of India (ASCI) has introduced an update to its Influencer Advertising Guidelines, specifically addressing Addendum 2 for health and finance influencers. Previously, influencers providing advice, promoting, or commenting on commercial goods and services in the BFSI (Banking, Financial Services, and Insurance) and Health & Nutrition sectors were required to hold the necessary qualifications and certifications to offer such information to consumers.
The revised guidelines now differentiate between generic promotions and the promotion of technical product details that could be interpreted as expert advice by consumers. Influencers will only need to declare their qualifications when offering technical advice or detailed information about a product or service.
In cases of generic advertisements or public service messages, such qualifications will no longer be mandatory. Examples include:
- An influencer promoting the importance of annual health check-ups on behalf of an insurance company.
- A health food company collaborating with a chef or food blogger to promote a meal service.
Manisha Kapoor, CEO & Secretary General of ASCI, stated, “Influencer marketing has matured beyond simple endorsements and now often involves strategic partnerships for various aspects of brand communication. The updated guidelines bring in the required nuance for influencers operating in the BFSI and Health & Nutrition space.”
