Guidelines by ASCI, the Advertising Standards Council of India, make it mandatory for online influencers to prominently label promotional content, but Blink Digital’s Felix Joy says this will impact their credibility as they are seen to be more trustworthy and authentic.

Why it matters

Advertising guidelines requiring Indian influencers to add disclaimers like #ad or #sponsored will affect audience perception of their content, and underscore how authenticity and transparency stand to impact the influencer marketing ecosystem on the edge of a paradigm shift.

Takeaways

• Influencers are different from celebrities because influencer recommendations come from trust in word of mouth....