ASCI Asks LinkedIn Influencers To Disclose Brand Partnerships

SUMMARY

The ASCI said that the move aims to ensure adherence to self-regulatory and legal standards while upholding the integrity of influencer marketing.

Unlike other social media platforms, LinkedIn does not provide platform disclosure tools. In such a case, the influencers themselves have to display the permitted disclosure terms like “Ad” or “partnership” among others

To support influencers in meeting these regulations, the ASCI has offered 'The Responsible Influencing Playbook', an e-learning certification course covering regulatory requirements, disclosure guidelines, and self-protection measures

The Advertising Standards Council of India (ASCI) has issued an advisory urging LinkedIn influencers to abide by the norms requiring disclosure of material connections with brands, services or advertisers they promote.

This move aims to ensure adherence to self-regulatory and legal standards while upholding the integrity of influencer marketing, ASCI said in a statement.

In the past week alone, at least 60 such cases were flagged to ASCI by LinkedIn professionals. Of these, 56 are still under review for violations, mainly due to non-disclosure of material connections.

As per the advertising watchdog, these non-disclosures potentially breach the ASCI code, the guidelines for influencers in digital media and the central consumer protection authority’s (CCPA) guidelines.

It is pertinent to note that unlike other social media platforms, LinkedIn does not provide platform disclosure tools. In such a case, the influencers themselves have to display the permitted disclosure terms like “Ad” or “partnership” among others.

ASCI noted that in recent times, the platform has seen several cases of professionals talking positively about certain products or services and even advertising campaigns without revealing that they are part of a campaign. These practices mislead audiences, who may believe that the views represented by such professionals are unbiased and not influenced by any collaboration.

“LinkedIn influencers are seasoned professionals and trusted voices in their respective fields; this makes it all the more important for them to lead by example when it comes to responsible influencing. We thank the LinkedIn community of professionals who are aiding ASCI by sharing such links and helping keep the advertising ecosystem honest,” said Manisha Kapoor, secretary general and CEO of ASCI.

To support influencers in meeting these regulations, the ASCI has offered ‘The Responsible Influencing Playbook’, an e-learning certification course covering regulatory requirements, disclosure guidelines, and self-protection measures.

LinkedIn has been home to one of the largest job seeking portals. With the space to share knowledge, work updates, job history, take up courses, keep up with daily news and newsletters and make official announcements, where the platform has expanded to more than just seeking jobs, backed by the strong user engagement.

Back in 2023, the consumer affairs ministry released new endorsement guidelines under which social media influencers would have to pay heavy fines for violations.

As per an EY report, India’s influencer marketing sector is projected to reach INR 3,375 Cr by 2026, with a CAGR of 18%.