ASCI flags 1,000+ influencer ads for violations; 33% promoted prohibited products

New Delhi: India’s influencer marketing space continues to expand, but so do concerns around transparency and compliance. According to the Advertising Standards Council of India (ASCI) Annual Complaints Report 2024–25, influencer marketing violations remain a significant challenge, particularly regarding undisclosed brand affiliations and promotion of prohibited products.

Over 1,000 Influencer Ads investigated

ASCI investigated 1,015 influencer advertisements during the year, with a striking 98% requiring modification. Of these, 48% were not contested by influencers and were promptly corrected. However, 33% were found to be promoting products that are disallowed by Indian law, including offshore betting platforms, unregulated forex trading apps, and products covered under the Drugs and Magic Remedies Act.

The data suggests that even as influencer marketing matures in India, compliance with advertising and consumer protection guidelines is lagging behind.

Disclosure still a major gap

ASCI’s dipstick study conducted between September and November 2024 revealed that 69% of posts by India’s top digital influencers violated disclosure norms. While only 29% had proper and prominent disclosures, many others either lacked any disclosure label or used hashtags in ways that obscured the brand relationship.

This failure to clearly identify sponsored content risks misleading audiences. ASCI’s findings show that even high-profile influencers and well-established creators are either unaware of or ignoring guidelines designed to maintain transparency in brand collaborations.

LinkedIn sees rise in undisclosed partnerships

A surprising trend has emerged on LinkedIn, a platform traditionally viewed as more professional and trust-oriented. ASCI processed 121 influencer-related violations on LinkedIn alone. Many of these posts, made by business leaders, consultants, and senior professionals, promoted products or services without disclosing material connections.

LinkedIn introduced a “Brand Partnership” label in 2022, but its limited adoption and lack of visibility have made disclosure inconsistent. ASCI issued a public advisory reminding LinkedIn influencers of their obligations under the ASCI Guidelines for Influencers in Digital Media and the Consumer Protection Act, 2019 (CCPA).

Most violations in fashion, telecom, and personal care

Influencer content in Fashion & Lifestyle (27.5%), Telecom Products (21.7%), and Personal Care (13%) categories accounted for over 60% of all influencer marketing violations flagged by ASCI during the year. These categories remain popular in the influencer economy but are also prone to exaggerated or unverified claims.

Compliance improving, but gaps remain

ASCI reported that 83% of influencers complied with the recommendations as of May 2025, indicating progress. However, the high percentage of ads requiring modification reflects a systemic issue in how influencer marketing content is created and disclosed.

The ASCI Responsible Influencing Playbook continues to be promoted as a tool for influencers and agencies, but adoption remains uneven. The organisation also highlighted that many digital-first brands lack legal or compliance teams, making enforcement and education more critical than ever.

A need for stronger self regulation

With influencer marketing becoming a core part of brand strategy, ensuring that sponsored content is clearly disclosed and legally compliant is no longer optional. ASCI’s findings reveal that while many influencers are quick to correct violations, a large proportion continue to operate in grey areas, particularly when it comes to transparency and legal restrictions.

For influencer marketing to maintain credibility and long-term sustainability, adherence to disclosure norms and ethical standards must become the norm rather than the exception.