ASCI Influencer Guidelines 2026: Disclosure Rules for Creators and Brands in India
In India, any post where a creator has a material connection with a brand — money, a free product, a discount or another perk — must say so upfront with a clear label such as Ad, Sponsored, Collaboration or Partnership. These rules come from the Advertising Standards Council of India (ASCI) and the Department of Consumer Affairs' 2023 guide for influencers. Both the creator and the brand are responsible, and repeated violations can bring penalties under the Consumer Protection Act, 2019.
When you must disclose
ASCI asks for disclosure whenever there is any material connection between the advertiser and the influencer. That includes free products (even unsolicited ones), discounts, perks and barter deals, not only payment, and it applies even to honest reviews. A personal purchase with no link to the brand doesn't need a label.
The labels ASCI accepts
The disclosure should be in English or in the language of the post. ASCI's older FAQ lists a shorter set (#Advertisement, #Ad, #Sponsored, #Collaboration, #Partnership, #Employee, #Free gift) and says no other labels may be used, so avoid made-up tags like #sp or #collab_with.
- • Advertisement
- • Ad
- • Sponsored
- • Collaboration
- • Partnership
- • Employee
- • Free gift
- • Affiliate
- • Instagram's "Paid Partnership" label
- • YouTube's "Includes Paid Promotion"
Where the label must go
Platform tools such as the paid partnership label help, but add your own clear disclosure too.
- • Upfront and prominent, where it is hard to miss.
- • Not only in your bio, not at the end of the caption, not buried among hashtags or links.
- • On images and videos, superimposed on the content and visible long enough to read.
- • On live streams, announced at the start and the end.
- • On audio, said at the start, at the end and after breaks.
Health, nutrition and finance influencers
ASCI's addendum for banking, financial services, insurance, and health and nutrition requires influencers to hold the right qualification before giving advice, and to state it upfront: for example a SEBI registration, an IRDAI licence or a medical qualification. The Department of Consumer Affairs issued similar extra guidelines for health and wellness influencers in 2023.
Due diligence and virtual influencers
Creators should only endorse products they have used or checked, and should be satisfied that the brand can back its claims. Virtual (computer-generated) influencers must disclose that they are not real people.
Penalties
ASCI sends notices to both the brand and the influencer, and lists repeat offenders publicly. Under the Consumer Protection Act, 2019, the Central Consumer Protection Authority can fine endorsers of misleading ads up to ₹10 lakh, and up to ₹50 lakh for repeat offences, and can bar them from endorsing for up to one year, or three years for repeat offences.
What brands should do
- • Put the disclosure requirement and the exact label in the brief.
- • Check every post before approving it, and ask for an edit if the label is missing or hidden.
- • Keep a record of what you gave each creator: payment, product value or discount.
Free influencer brief generator →Influencer agreement template →
When these rules were checked
Checked against the official sources listed below on 1 November 2026. Instagram and India's regulators change these rules, so the linked pages always have the current version.
Sources
- ASCI — Social media disclosure guidelines for influencers
- ASCI — Influencer guidelines FAQs
- PIB, Department of Consumer Affairs — Guidelines for celebrities, influencers and virtual influencers ("Endorsements Know-hows!")
- PIB, Department of Consumer Affairs — Additional guidelines for health and wellness influencers
Get discovered by brands on Hypee
Build a free media kit, get listed in India's creator marketplace, and land paid deals — 0% commission.
Join Hypee free →