Witnessing increase in influencers complying with ASCI code: Manisha Kapoor

Delhi: Given the increasing influence of influencers on consumer behaviour, the Advertising Standards Council of India (ASCI) has developed rigorous guidelines for influencers. 

These guidelines aim to define influencers, establish codes of practice for advertising content across various media platforms, and specify key disclaimers for sensitive content.

Since its launch in May 2021, ASCI has observed an increase in compliance rates among influencers.

According to Manisha Kapoor, CEO and Secretary-General of ASCI, "Over the last 2-3 years, influencer compliance with ASCI guidelines has significantly improved. I recall it used to be around 70%, but now it's nearly reaching 90%."

While the compliance rate among macro influencers is higher compared to micro and nano influencers, Kapoor pointed out that this is also because the number of micro and nano influencers is much larger than that of macro influencers.

According to a Redseer report from 2023, India boasts over 3.5–4 million influencers, categorised into different tiers based on their follower counts. 1% of these influencers, termed mega influencers, have more than one million followers. Additionally, 16% are classified as macro-influencers, possessing follower counts ranging between 100,000 and 1 million. The remaining majority comprises micro and nanoinfluencers with follower counts of up to 100k.

However, influencer violations reached an all-time high of 28% in 2023, according to ASCI’s annual complaint report. The majority of these violations stemmed from the F&B, fashion and lifestyle, and personal care categories.

In the ASCI Half-Yearly Complaint Insights 2022–23, influencer cases accounted for 22% of processed ads, a decrease from last year's 28% between April and September.

BestMediaInfo.com has come to know that there are certain influencers who, even after knowing they are violating the ASCI code, continue to not follow the guidelines. 

To which Kapoor said, “They have to realise that not only are they violating the ASCI code, they are actually in violation of the law. Tomorrow there will be some clampdown. By not following the law, they are only risking their reputation.”

Some influencers continue to endorse products and services that are not allowed to be advertised by the government. They do it because they pay more money than usual. Therefore, a strategy they deploy is to keep a violating post on their social media page for a month or two and then delete it later. 

“This shows they are at least aware they are breaking the law. Sooner or later, their conscience will get better,” added Kapoor. 

Last month, the ASCI Academy, the training arm of the Advertising Standards Council of India (ASCI), introduced the 'Responsible Influencing Course' e-learning certification, designed to support content creators in being compliant with the ASCI code and the law and upholding ethical standards and transparency in the influencer marketing industry.

“There is a lot of action happening on this front. We want to make sure that influencers are well-trained and understand their responsibilities and liabilities. Today, brands work with influencers who are responsible,” said Kapoor.

The interactive, two-hour course is broken into 21 snippets that cover diverse topics. These include shaping change by embracing self-regulation as an influencer, the power of transparency in embracing authenticity, decoding core concepts of influencer marketing, and aiming to provide a nuanced understanding of the ASCI code and guidelines with case examples. 

Upon successful course completion and assessment, participants will be awarded the 'Responsible Influencing Certificate’. This certificate signifies their dedication to ethical endorsement practices and proficiency in adhering to responsible influencer guidelines, enhancing their professional credibility within the industry.