ASCI modifies influencer guidelines in health, financial fields

The updated guidelines draw a distinction between generic promotion and those that involve technical aspects for a products and service, which consumers are likely to interpret as expert advice.

The Advertising Standards Council of India (ASCI) has released an update to its Influencer Advertising Guidelines for health and finance influencers. The updated guidelines draw a distinction between generic promotion and those that involve technical aspects for a products and service, which consumers are likely to interpret as expert advice. With this modification, health and financial influencers need to be qualified and declare their qualification only where technical information and advice are provided, ASCI stated.

Updated guidelines

Earlier, all influencers providing advice and/or promoting and/or commenting on merits or demerits on aspects related to commercial goods and services in the fields of BFSI and Health and nutrition were required to have the necessary qualifications and certifications in order to provide such information and advice to consumers.

“Where the advertisement is of a generic nature or in the form of a public service message, such qualifications are not necessary. For example, an insurance company using an influencer to talk about the need for annual health check-ups, or a health food company tying up with a chef or food blogger to promote a meal service,” it added.

Manisha Kapoor, CEO & Secretary General,  ASCI, stated, “Influencer marketing has matured beyond simple endorsements and now often 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.”

Published on April 28, 2025