In a landmark update dated 7 April 2025, the Advertising Standards Council of India (ASCI) has refined its Influencer Advertising Guidelines for the health, nutrition, and financial services sectors—collectively known as BFSI—by introducing critical distinctions between general promotions and technical advice. Under the new Addendum II, influencers are now only required to hold and disclose professional qualifications when their content ventures into technical or expert territory, such as detailed insurance policy explanations or prescriptive dietary regimens Lexology. This nuanced approach replaces the earlier blanket requirement, which mandated that all influencers in these regulated categories declare their credentials regardless of content specificity.
The change stems from ASCI’s recognition that influencer marketing has matured beyond simple product plugs to encompass strategic brand partnerships and educational content. As Manisha Kapoor, ASCI’s CEO & Secretary-General, explained, “Influencer marketing … 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 & Nutrition space” ASCI. By introducing this flexibility, ASCI aims to balance consumer protection with creative freedom, ensuring that audiences receive expert-backed advice when they need it, while allowing influencers to engage in generic awareness campaigns without undue regulatory burden.
Practically speaking, generic promotions—such as an insurance influencer encouraging annual health check-ups or a chef-influencer highlighting a home-cooked meal service—no longer require such influencers to possess or declare formal certifications ASCI. This means brands can now partner more easily with a broader spectrum of creators for public service messages or lifestyle endorsements, fostering authentic storytelling without compromising on transparency. Conversely, any content that delves into technical product features, investment advice, or precise health recommendations must still be underpinned by verifiable qualifications, which must be clearly disclosed upfront in the relevant posts.
Industry reactions have been overwhelmingly positive, with many praising ASCI for professionalizing the influencer ecosystem in sensitive categories. By streamlining compliance, agencies can now expedite campaign launches and allocate budgets more efficiently, while influencers can focus on engaging narratives rather than procedural disclosures. Given that influencer marketing in India is projected to grow at a CAGR of 18%, reaching INR 1,275 crore in 2023, these guidelines arrive at a crucial moment for both brands and creators Campaign Asia.
Looking ahead, the ASCI update signals a broader trend toward responsible yet flexible regulation in digital advertising. As the landscape continues to evolve—with emerging formats like live commerce and micro-influencer collaborations—stakeholders will be watching how these guidelines influence consumer trust, brand reputation, and market dynamics. For now, the revised rules offer a balanced framework that safeguards audiences from misleading expert claims while empowering influencers to drive innovative, authentic campaigns in the health and finance arenas.
