New Influencer Regulations Impacting Digital Campaigns in India
Recently, India’s digital marketing ecosystem has seen increased scrutiny as stricter influencer regulations begin reshaping how brands execute online campaigns. Updated disclosure requirements, accountability norms, and legal oversight are pushing influencers and advertisers to prioritise transparency, accuracy, and consumer trust across digital platforms.
Key Developments
India’s influencer marketing landscape is now governed by clearer and more enforceable rules aimed at protecting consumers from misleading endorsements.
The Advertising Standards Council of India (ASCI) continues to enforce its Guidelines for Influencer Advertising in Digital Media, which mandate upfront disclosure of any material connection between brands and influencers. This includes paid collaborations, barter deals, free products, trips, or discounts.
Only approved disclosure labels are permitted, and creative or ambiguous alternatives are not allowed. Disclosures must be prominent and clearly visible, appearing early in the content rather than being hidden in captions or corners of the screen.
For video content, disclosure visibility requirements vary based on duration. Short videos must display disclosures clearly, while longer videos require disclosures to remain visible for extended periods. Importantly, disclosures must appear in the same language as the endorsement itself.
Influencers are also required to ensure that any claims made in their content are truthful and capable of substantiation, rather than relying solely on brand-provided information.
Industry & Expert Context
Alongside ASCI guidelines, the Consumer Protection Act, 2019 plays a critical role in regulating influencer-led advertising in India.
Under this law, the Central Consumer Protection Authority (CCPA) has the power to penalise influencers and brands for misleading advertisements. Penalties can reach up to ₹10 lakh for first-time violations and escalate significantly for repeat offences.
Legal experts note that these provisions mark a shift in accountability. Influencers are no longer treated as passive promoters but as endorsers with direct responsibility for the accuracy of their claims.
According to recent reports, financial influencers face even tighter oversight, including additional requirements around disclaimers, audit trails, and, in certain cases, regulatory registration. This reflects the growing influence of social media on consumer decision-making, especially in sensitive sectors such as finance, health, and education.
Why This Matters
These regulations significantly affect how digital campaigns are conceptualised, executed, and evaluated.
For brands, compliance has become a core part of campaign planning rather than a post-publishing check. Contracts, disclosures, and documentation now require greater legal review, increasing operational discipline across influencer programs.
For influencers, credibility and trust have emerged as long-term assets. Transparent disclosures and accurate claims not only reduce legal risk but also strengthen audience confidence in sponsored content.
For consumers, the impact is direct. Clear disclosures help audiences distinguish between genuine recommendations and paid promotions, improving trust in digital platforms and reducing misleading advertising practices.
What Happens Next
Looking ahead, influencer marketing in India is expected to move toward higher professional standards.
Brands are likely to invest more in compliance audits, influencer education, and platform-specific disclosure formats. Influencers may increasingly adopt standard operating practices similar to traditional advertising professionals.
Technology platforms are also expected to enhance disclosure tools and automated compliance checks, making adherence easier but enforcement stricter.
Industry observers, including digital marketing agencies such as Digilogy, note that regulatory clarity may initially slow campaign execution but will ultimately create a more sustainable and trustworthy influencer ecosystem.
Final Takeaway
India’s evolving influencer regulations are not limiting digital marketing—they are redefining it. By enforcing transparency, accountability, and truthful communication, these rules are pushing brands and creators toward more responsible and credible campaigns.
Digilogy tracks these industry developments closely as influencer marketing continues to mature within India’s regulated digital economy.
