Influencers help brands reach engaged audiences with authentic recommendations. In India, advertising guidelines require that paid or incentivised content is clearly labelled, and consumer protection rules prohibit misleading endorsements.
Disclosure basics
Content created as part of a paid partnership, or where the creator received free products or other benefits, should carry a clear disclosure such as "Ad", "Sponsored", "Collaboration" or "Partnership". The label should be visible upfront, not hidden among hashtags. Follow the latest ASCI guidelines and platform rules.
Choosing the right creators
- Audience relevance matters more than follower count.
- Check engagement quality — genuine comments, not just likes.
- Look for creators whose values align with your brand.
- Micro and regional creators can deliver strong results at lower cost.
Briefing creators
Share key product facts, claims you can substantiate, mandatory disclosures and what to avoid. Give creative freedom on style — audiences respond to authentic content.
Claims must be truthful
Creators should only make claims that the brand can support. Health, financial and performance claims need extra care.
Measuring results
Use unique discount codes, tracked links and landing pages to measure sales, not just views.
Contracts
Put agreements in writing: deliverables, timelines, usage rights, disclosure requirements and payment terms.
FAQs
Do gifted products need disclosure?
Generally yes, if the creator received something of value from the brand.
Can we repost influencer content in ads?
Only with agreed usage rights.
Are regional creators effective?
Often very effective for reaching audiences in specific states and languages.
