ASCI Requests Brand Partnership Disclosures from LinkedIn Influencers

LinkedIn influencers are being urged by the Advertising Standards Council of India (ASCI) to follow the guidelines that require them to disclose any significant relationships they have with the companies, goods, or marketers they endorse. According to a statement from ASCI, this action attempts to maintain the integrity of influencer marketing while guaranteeing compliance with legal and self-regulatory requirements. At least 60 of these occurrences were reported to ASCI by LinkedIn professionals in the last week alone. 56 of these are still being investigated for infractions, primarily related to failure to disclose material links. According to the advertising watchdog, these non-disclosures may violate the Central Consumer Protection Authority's (CCPA) guidelines, the ASCI code, and the criteria for influencers in digital media. It is important to remember that LinkedIn does not offer platform disclosure features as other social networking sites do. In this situation, the influencers themselves must display the approved disclosure phrases, such as "partnership" or "ad."

Current Practices Misleading the Viewers

According to ASCI, LinkedIn has recently witnessed a number of instances where experts have praised particular goods or services and even advertising campaigns without disclosing that they are involved. These actions deceive audiences, who might think that the opinions expressed by these experts are objective and unaffected by cooperation. Since LinkedIn influencers are seasoned experts and respected authorities in their domains, it is even more crucial that they set an example for responsible influence. Manisha Kapoor, ASCI's secretary general and CEO, expressed gratitude to the professional LinkedIn community for supporting ASCI by disseminating these links and assisting in maintaining the integrity of the advertising ecosystem. The ASCI has made "The Responsible Influencing Playbook," an online certification course that covers disclosure rules, regulatory requirements, and self-defence techniques, available to help influencers comply with these restrictions.

LinkedIn – A Home for Professionals

LinkedIn is home to one of the biggest job-search websites. Supported by high user participation, the platform has grown beyond job searching to include areas for knowledge sharing, work updates, career history, taking courses, staying up to date on daily news and bulletins, and making formal announcements. The ministry of consumer affairs published new endorsement criteria back in 2023, and those who violated them would face steep fines. According to an EY analysis, the influencer marketing industry in India is expected to grow at a compound annual growth rate (CAGR) of 18% to reach INR 3,375 Cr by 2026.

Who is ASCI?

Founded in 1985, the Advertising Standards Council of India (ASCI) is dedicated to the goal of self-regulation in advertising, protecting consumer interests while treating the advertising sector fairly. All four of the advertising-related industries—advertisers, advertising agencies, media (including the press and broadcasters), and other industries including public relations agencies and market research firms—supported the formation of ASCI.

ASCI promotes responsible advertisers and customers by self-regulating ads to guarantee that they are truthful, respectable, safe, and equitable. By providing pre-production advice services that reduce the possibility of harmful advertisements being created and seen by consumers, ASCI also helps the advertising sector.

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