ASCI Influencer Guidelines: A Plain-English Summary for Creators
A plain-English summary of ASCI influencer guidelines in India: when to disclose, which labels to use, where to place them, and how affiliate links fit in.
On this page
The ASCI influencer guidelines ask Indian creators to clearly disclose any "material connection" with a brand, such as payment, free products, or affiliate commission, whenever they promote that brand. The disclosure should be upfront, easy to notice and in plain words, using a clear label like "Ad" or "Sponsored" rather than something hidden in a pile of hashtags. This article summarises the principles in general terms; always read the current guidelines on the official ASCI website, and treat this as a starting point, not legal advice.
Key takeaways
- ASCI's core principle is simple: if you gain something from promoting a product, your audience should know.
- Material connections include money, free products, discounts, trips, employment and affiliate commissions.
- Disclosure labels should be prominent and placed where people will actually see them, not buried.
- Creators are also expected to take reasonable care that the claims they make about products are genuine.
- Guidelines are updated over time, so check the official ASCI website for the current version.
What is ASCI?
The Advertising Standards Council of India (ASCI) is a self-regulatory body for advertising in India. It sets codes and guidelines for honest, fair advertising and handles complaints about ads. As influencer marketing grew, ASCI published specific guidelines for influencer advertising on digital media, and it has updated its guidance since.
ASCI's guidance sits alongside Indian consumer protection law. The Government of India's Department of Consumer Affairs has also published endorsement guidance for influencers and celebrities. If you create sponsored or affiliate content in India, it's worth reading both official sources rather than relying on summaries, including this one.
What counts as a material connection?
A material connection is any relationship with a brand that could affect how your audience views your recommendation. In general terms, this includes:
- Being paid to post
- Receiving free products or services, even without a formal deal
- Getting discounts, gifts, trips or hotel stays
- Earning affiliate commission on sales through your links
- Being employed by, or related to, the brand
- Having an ownership stake in the brand
Affiliate links are the one many creators forget. If you earn a commission when someone buys through your link, that's a material connection, and disclosure applies.
Which disclosure labels should you use?
ASCI's guidelines list acceptable labels. Commonly referenced examples include wording like:
| Situation | Label examples |
|---|---|
| Paid promotion | Ad, Advertisement, Sponsored |
| Brand collaboration | Collaboration, Partnership |
| Free product received | Free gift |
| Affiliate links | Ad, Affiliate link, or similar clear wording |
Check the current guidelines on the ASCI website for the exact list of accepted labels, as wording can be updated. The general idea is that the label should be clear to an ordinary viewer. Vague tags like "#sp" or "#thanks", or any label hidden at the end of a long hashtag list, may not meet the spirit of the guidelines.
Where should the disclosure go?
Placement matters as much as the label. The principle is that a viewer should notice the disclosure before or while they engage with the content, without having to hunt for it.
Instagram posts and carousels
Put the label near the top of the caption, before the "more" cut-off, not at the end after a block of hashtags. Using the platform's paid partnership tool can help, but it's sensible to add a clear written label too.
Reels and stories
Add a text label on screen, large enough to read and on screen long enough to register. For stories, put it on each relevant story frame, not just the first. Say it out loud in the video if your content is mostly spoken.
YouTube and long videos
Mention the relationship verbally in the video, ideally early, and put a written note in the description near the top.
Live streams
Announce the relationship during the stream and repeat it for people who join later.
Your link-in-bio page
If your page holds affiliate links, add a short, visible disclosure there as well. See how to disclose affiliate links for platform-by-platform placement tips.
Your responsibility for claims
ASCI's approach also expects creators to take reasonable care about what they say. In general terms:
- Use or review the product before recommending it where that's possible.
- Don't repeat claims you can't reasonably believe are true, such as "cures hair fall" or "guaranteed results".
- Be cautious with before-and-after content and heavy filters, especially for beauty and skincare, since they can exaggerate results.
- Take extra care in sensitive categories like health, finance and products for children.
This lines up with good practice anyway. Honest product reviews build more trust than exaggerated ones.
A simple compliance checklist
Before you post any branded or affiliate content, run through this:
- Do I have a material connection with this brand? (Payment, freebies, commission, relationship.)
- Is my disclosure label clear, in plain words?
- Is it placed upfront, where a viewer will see it without tapping "more"?
- Is it on the video or image itself, not just in the caption?
- Is it in the same language as the content?
- Are my claims based on my own genuine experience?
- Does my link-in-bio page also carry a disclosure?
If you want ready-made wording, affiliate disclosure examples has templates for bios, captions, videos and pages.
What about creators with global audiences?
If a large share of your followers are in other countries, other rules may apply too. For example, creators with US followers should also understand the principles in the FTC disclosure rules for creators. The common thread across regimes is the same: be clear, be upfront, be honest.
How QKAP fits in
QKAP doesn't handle compliance for you, but it makes it easy to be transparent. Your page at qkap.app/yourname has a bio where you can add a short disclosure line, and each numbered post has a caption where you can note that links are affiliate links or that a product was gifted. QKAP takes 0% commission, so the only material connection is between you and the store or brand.
Frequently asked questions
Do ASCI guidelines apply to small creators?
The guidelines focus on the relationship with the brand, not follower count. If you have a material connection, the general expectation is that you disclose it, whatever your size.
Do I need to disclose affiliate links under ASCI guidelines?
Affiliate commission is a material connection, so disclosing it is the safe, honest approach. Check the current ASCI guidelines for exact wording.
Is using Instagram's paid partnership label enough?
It helps, but many creators also add a clear written label in the caption and on screen. Check ASCI's current guidance on platform tools.
Is this article legal advice?
No. It's a general summary to help you understand the principles. Read the official guidelines on the ASCI website and speak to a qualified professional for advice on your situation.
Clear disclosure protects your followers and your reputation. Read the official ASCI guidance, build the habit into every post, and when you're ready, create your free QKAP page with a disclosure line in your bio.