In a bid to impose stricter standards, Advertising Standards Council of India (ASCI) has issued an advisory for LinkedIn influencers, urging compliance with guidelines requiring disclosure of material connections with brands, services, or advertisers they promote. The move aims to reinforce adherence to self-regulatory and legal standards, and to uphold the integrity of influencer marketing, an ASCI statement says.
In the past week alone, 60 such cases were brought to ASCI’s attention by alert professionals on LinkedIn. Of these, 56 cases are being processed for violations, primarily due to non-disclosure of material connections. These non-disclosures are in potential breach of the ASCI Code, the Guidelines for Influencers in Digital Media, and the Central Consumer Protection Authority’s (CCPA) Guidelines.
Unlike other popular social media platforms, LinkedIn does not provide platform disclosure tools. In such a case, the influencers themselves have to display the permitted disclosure terms like `Ad’ or `Partnership’ amongst others.
In recent times, the platform has seen several cases of professionals talking positively about certain products or services and even advertising campaigns without revealing that they are part of a campaign. These practices mislead audiences, who may believe that the views represented by such professionals are unbiased and not influenced by any collaboration.
“Being transparent about material connections is mandated both by the ASCI Code and the CCPA guidelines. The advisory is a direct reminder that such non-disclosures could lead to a loss of credibility for violators, as well as possible action by the regulators.” said Manisha Kapoor, Secretary General and CEO, ASCI.
