ASCI's New Advisory for LinkedIn Influencers
In a significant move to uphold the integrity of influencer marketing, the Advertising Standards Council of India (ASCI) has issued a new advisory targeting LinkedIn influencers. This initiative mandates the disclosure of any material connections with brands, services, or advertisers they promote, aiming to reinforce adherence to both self-regulatory and legal standards.
Recent Cases and Compliance
Over the past week, ASCI has been alerted to 60 cases of potential non-disclosure by LinkedIn professionals, with 56 currently under review. The primary concern revolves around influencers not revealing their material connections, which could potentially breach the ASCI Code, the Guidelines for Influencers in Digital Media, and the Central Consumer Protection Authority’s (CCPA) Guidelines.
The Importance of Transparency
Unlike other social media platforms, LinkedIn lacks built-in disclosure tools, placing the onus on influencers to clearly mark sponsored content with terms like 'Ad' or 'Partnership'. The absence of such disclosures can mislead audiences into believing that endorsements are unbiased, undermining the platform's credibility.
"Transparency about material connections is not just a requirement under the ASCI Code and CCPA guidelines; it's a cornerstone of trust in influencer marketing. This advisory serves as a stark reminder that non-disclosures can tarnish reputations and invite regulatory scrutiny," stated Manisha Kapoor, Secretary General and CEO of ASCI.
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