ASCI tweaks influencer norms

NEW DELHI: In a tweak of guidelines, Advertising Standards Council of India (ASCI) said on Monday that influencers do not need professional qualifications to share generic information about financial or health products and services. "Now influencers need to be qualified and declare such qualifications only where technical information and advice are provided," it saidSo far, financial, nutrition, and fitness influencers were required to have the necessary qualifications and certifications to prescribe or promote any product or service on social media. This requirement will now apply only to technical advice. The updated guidelines draw a distinction between generic promotions and the promotion of technical aspects of a product and service, which consumers are likely to interpret as expert advice.If the advertisement is of a generic nature or in the form of a public service message, such qualifications are not necessary. For instance, an insurance company using an influencer to talk about the need for annual health check-ups, or a health food company tying up with a chef or food blogger to promote a meal service.Manisha Kapoor, CEO and secretary general of ASCI, said, "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."