Fri. Feb 26th, 2021

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  • Social Media Influencers New Guidelines; Now Influencers Will Have To Tell When They Enter The Content Whether It Is A Common Post Or Paid Content

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New Delhi14 minutes ago

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  • This rule will apply to all social media platforms including YouTube, Twitter, Facebook
  • People should not be misled so the influencer has to tell whether the post is normal or sponsored

To bring transparency to social media, the Advertising Standards Council of India (ASCI) has issued guidelines for ‘influencer advertising’ on digital platforms. ASCI reported in its report that influencer advertising is growing rapidly these days. The promotion of influencer posts is increasing and at times it becomes difficult to identify them. According to the new guidelines, now all influencers have to tell whether a creative post, video or text content is an advertisement. In addition, if there is product placement, it also needs to be cleared.

This rule is applicable for all social media platforms including YouTube, Twitter, Facebook, Instagram, Snapchat. All types of paid content, online advertisements should be clearly highlighted so that people can clearly understand that it is a sponsored content. ASCI also said that influencers should avoid words or claims such as ‘Fastest speed’, ‘Best in class’, doubly better. Or should there be a clarification of the owner of the brand with such add in which the claims are confirmed.

Final guidelines will be released till 31 March
Feedback will be taken from all stakeholders and digital influencers by March 8, 2021, before issuing guidelines for influencer advertising on digital media. After this, the final guideline will be released by ASCI by 31 March 2021 based on feedback and input. After finalizing the guidelines, will be applicable to all promotional posts published on or after 15 April 2021.

For video, the new guidelines make it clear that the disclosure label should be placed on the video in such a way that it is easily visible to the public. For videos with 15 seconds or less, the disclosure label must last a minimum of 2 seconds. The disclosure label is one-third the length of the video. For live streams, the disclosure label must be kept periodically.

ASCI has released guinelines for influencers for different platforms ..

  • Instagram: Include the disclosure label above the photo at the beginning of the title.
  • Facebook: Include the disclosure label in the title of the beginning or post.
  • Twitter: Include a disclosure label or tag as a tag in the main part of the message.
  • YouTube and other video platforms: Include the label in the title / detail of the post.
  • Vlog: Overlay the disclosure label when talking about the product or service.
  • Snapchat: Include the disclosure label as a tag at the beginning of the message.
  • Blog: Include the disclosure label in the title of the post.

The size of the Indian influencer market is Rs 543-1,087 crore annually. Is between
Digital marketing agency AdLift estimates that the size of the Indian influencer market is between Rs 543-1,087 crore annually. As the number of people using social media platforms in the country is increasing rapidly, this market is also growing at the same pace.


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