By Renitaa Keswani
The influencer economy is inherently community-driven, and trust is its lifeblood. This emphasis on trust drives influencers to be genuine and authentic with their audiences. To bolster this authenticity, influencers and brands must heed the ASCI guidelines with diligence. These guidelines serve as a vital cornerstone, fostering transparency, safeguarding consumers from deceptive practices and creating a level playing field for influencers and brands. Despite initial concerns, it is evident that ASCI guidelines have not hindered the growth of influencer marketing. Instead, they have played a pivotal role in harmonising industry expansion with ethical responsibility.
These guidelines extend beyond paid partnerships to encompass all content, even organic posts, as well as the responsible use of audio, data sourcing and advice shared online, particularly in sensitive domains such as healthcare and finance. It is a responsibility influencers willingly shoulder, as they recognise that adhering to ethical marketing practices enhances their credibility and deepens their connections with their audience.
Effective education and communication are key components in ensuring compliance with ASCI guidelines. Timely efforts and regular meetings between manager teams and influencers help bridge the gap in understanding the evolving landscape of responsible marketing. Clear “dos and don’ts” provide a roadmap for responsible content creation, nurturing not only content creators’ responsibility but also the cohesiveness of the entire influencer community. Regular educational sessions further empower teams to stay informed about the latest guidelines, fostering a culture of continuous improvement and adherence.
To further reinforce ethical marketing practices, both talent managers and influencers themselves must take an active role in staying updated on the guidelines. They should constantly read about the guidelines and learn from instances happening around them. In the case of any violations or instances where creators or brands fail to adhere to the guidelines, it is crucial to have a well-defined understanding of the consequences and penalties. This information should be communicated clearly and adhered to, and a formal communication plan should be in place to address the audience, depending on the situation.
Influencers should proactively engage with their communities and simplify ASCI guidelines for them. This approach not only enhances understanding but also showcases influencers’ commitment to responsible content.
Client engagement is another critical facet in promoting compliance with ASCI guidelines. By including ASCI guideline compliance in initial pitches and engaging in one-on-one discussions with clients, influencer marketing agencies emphasise their dedication to responsible marketing. In client engagement, it’s crucial to establish a transparent and comprehensive understanding of influencer campaigns. Before signing each campaign, clients and influencers should provide clarity on the content, including specific details about the products, services, or topics being promoted. Additionally, precise guidelines on the use of tags and disclosures should be given. This upfront communication ensures that campaigns are aligned with ASCI guidelines from the outset, reducing the risk of compliance issues later in the process. Content review committees, transparency reports and scenario-based training further enhance the ethical focus within client engagement. In addition to these foundational steps, interactive workshops and webinars provide clients with deeper insights into ASCI guidelines using real-world case studies and practical demonstrations. Compliance audits are periodically conducted to assess ongoing campaigns, addressing non-compliance issues promptly. E-learning modules, client-driven research initiatives and feedback loops create a culture of responsibility and collaboration, ensuring that campaigns align with evolving ASCI standards.
Client collaboration also extends to feedback loops, where clients and influencers engage in open and constructive discussions throughout the campaign. This collaborative dialogue fosters transparency and enables both parties to adapt and make necessary adjustments to maintain compliance with evolving guidelines. This collaborative approach ensures that campaigns meet the latest ethical standards and strengthens the relationship between influencers and brands.
Ultimately, the future of influencer marketing in India hinges on these responsible practices, and it is through cohesive efforts, continuous education and a commitment by talent management agencies, marketing agencies, brands and influencers themselves that the industry can prosper and protect consumers from misleading advertising.
The author is COO at Nofiltr.Group