Why the update matters now
Influencer marketing has evolved beyond simple endorsements and now 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 and nutrition space. Consumers often engage with influencer messaging without recognizing its commercial intent. When it comes to finance or health, such misinterpretation can have serious consequences—ranging from monetary losses to adverse health outcomes.
- Healthcare and pharmaceutical companies have adapted quickly to influencer marketing, seeing it as a critical tool to humanize complex, highly regulated sectors.
- The proximity to the consumer also raises the stakes. Improperly conveyed health or financial advice could lead to “substantial and serious” losses for consumers.
The Core Changes Explained
Previously, ASCI required all influencers commenting on BFSI and health and nutrition to have the necessary qualifications. The updated guidelines now introduce nuance by distinguishing between generic promotions and technical advice. For example, generic promotions, such as an insurance company collaborating with an influencer to discuss the general need for health check-ups, do not require specific qualifications. However, technical promotions, such as influencers offering investment advice or promoting claims about medical treatments, must now be backed by appropriate certifications. Influencers who delve into technical aspects are now required to disclose their qualifications prominently—superimposed on videos, included at the start of audio content, or clearly visible at the beginning of a blog post. This ensures that the average consumer understands the source’s credibility before engaging with the content.
| Disclosure requirements: | For videos up to 15 seconds, the label must stay visible for at least 3 seconds. |
| For videos longer than 15 seconds but less than 2 minutes, disclosures must appear for one-third of the video. | For videos longer than 2 minutes, disclosures must remain visible for the entire duration where the brand or its features are discussed. |
The role of advertisers and influencers
ASCI places the onus of responsibility not only on the influencer but also squarely on the advertiser. Brands must ensure that any influencer they engage complies with ASCI’s guidelines, including disclosure norms and adherence to the ASCI Code. If a discrepancy is found, advertisers are expected to instruct influencers to edit or delete non-compliant content immediately. Both parties are held liable, marking a significant shift from earlier frameworks where influencers bore the brunt of accountability. Influencers are expected to conduct due diligence by satisfying themselves that advertisers can substantiate any claims made in promotional content.
The larger impact on the industry
By enforcing stricter qualification and disclosure standards, ASCI is setting the tone for greater professionalisation of influencer marketing—especially in critical categories like health and finance. This move also safeguards brand reputation in an era where consumer backlash against misleading promotions can be swift and unforgiving. Brands that work closely with influencers must now consider compliance from the very outset of their campaigns, rather than treating it as an afterthought. The stakes are high. Influencer marketing in India was estimated to be a INR 1,275 crore industry in 2023 and is projected to grow at a CAGR of 18%. In BFSI and health and nutrition, where misinformation can cause irreplaceable damage, such self-regulatory frameworks are not just best practices—they are existential necessities. ASCI’s updated guidelines for influencer advertising in health and finance are a strong, timely response to a rapidly evolving digital landscape. By introducing nuance between generic and technical promotions, setting explicit disclosure rules, and insisting on verifiable qualifications, ASCI strengthens the trust between brands, influencers, and the public. The move also signals that while creativity and relatability are important in digital marketing, accountability and transparency are non-negotiable—especially when it comes to matters that touch people’s wallets and health. In an age where misinformation spreads at the speed of a click, this regulatory tightening is not just welcome—it is vital for the sustainable growth of India’s digital economy.
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