The Advertising Standards Council of India (ASCI) has updated its Influencer Advertising Guidelines, specifically for influencers in the health and finance sectors. The revised guidelines distinguish between generic promotions and expert advice, aiming to ensure greater transparency and consumer protection. Influencers promoting products or services in the BFSI (Banking, Financial Services, and Insurance) and Health & Nutrition industries now only need to declare qualifications when offering technical advice. For instance, a generic message about health check-ups or food-related promotions by chefs won’t require influencers to prove expertise.
This change follows the growing maturity of influencer marketing, which has shifted from simple endorsements to strategic brand partnerships. ASCI’s CEO & Secretary General, Ms. Manisha Kapoor, stated, “The updated guidelines bring the necessary nuance to influencer partnerships in the BFSI and Health & Nutrition sectors.” In Kolkata, the updates are poised to have a significant impact as influencers continue to shape consumer behavior in the region. As influencer-driven campaigns rise in popularity, especially in health and finance, businesses targeting West Bengal’s evolving market must now carefully navigate the revised regulations to ensure compliance while maintaining consumer trust.
