ASCI issues advisory to LinkedIn influencers: Disclose ads or face action

The Advertising Standards Council of India (ASCI) has issued a stern advisory to LinkedIn influencers, emphasising the need to disclose their material connections with brands or advertisers. The self-regulatory body for the advertising sector has underscored that non-compliance could lead to strict actions under the Consumer Protection Act, 2019, and Central Consumer Protection Authority (CCPA) guidelines.

Manisha Kapoor, Secretary General and CEO of ASCI, highlighted the importance of transparency in maintaining credibility. "Being transparent about material connections is mandated by both the ASCI Code and CCPA guidelines. Non-disclosure could result in a loss of trust among audiences and regulatory action," Kapoor stated in the latest ASCI media release.

Unlike other social media platforms, LinkedIn does not provide in-built disclosure tools. This limitation places the responsibility on influencers to manually include clear terms such as "Ad" or "Partnership" in their posts to signify collaborations with brands. ASCI’s advisory follows a surge in complaints, with 60 cases flagged over the past week alone for undisclosed brand partnerships. Of these, 56 cases are currently under review for violations.

What the Advisory Means for Influencers

ASCI’s latest guidelines emphasize the following key points for LinkedIn influencers:

1. Material Connection: Influencers must clearly disclose any relationship with an advertiser that could impact the credibility of their content.
2. Clear Disclosures: Disclosures must be upfront and prominently displayed, avoiding concealment within hashtags or links.
3. Compliance with Guidelines: Influencers are urged to familiarize themselves with the ASCI Code and CCPA requirements to ensure adherence.

The advisory aims to curb the growing instances of professionals endorsing products or services without proper disclosure, which misleads audiences into believing the endorsements are unbiased.

Non-Compliance Could Lead to Action

The CCPA guidelines explicitly state that failure to disclose material connections is a violation of the Consumer Protection Act. Violators may face strict action, which could range from regulatory warnings to legal consequences. ASCI has made it clear that repeat offenders will be reported to regulatory bodies for further scrutiny.

LinkedIn influencers hold a unique position as trusted voices in their respective fields. ASCI’s advisory calls on them to lead by example in ensuring transparency and fostering responsible digital marketing practices. “These professionals are seen as credible thought leaders, and it is imperative for them to uphold that trust through transparent disclosures,” added Kapoor.