Paid creator content in India must be clearly identified as advertising. The rules are not complicated, but they are easy to get wrong in a fast-moving campaign. This guide covers what applies and how to brief for it. It is general guidance, not legal advice.
Key takeaways
- Disclose any material connection, not just cash payments.
- Make the label clear and visible in every format.
- Put disclosure in the brief and the approval checklist.
- Agree paid usage separately and keep the label in ads.
What has to be disclosed
Any material connection between a brand and a creator: payment, free products, hosted trips, or an ongoing relationship. The disclosure must be clear and visible, not buried in hashtags at the end of a caption.
Where the guidance comes from
The Advertising Standards Council of India (ASCI) publishes guidelines for influencer advertising in digital media, and the Department of Consumer Affairs has issued endorsement guidance for celebrities and influencers. Your legal team should confirm the current versions before a campaign goes live.
Building it into the brief
Specify the disclosure label, where it appears in each format (post, reel, story, video) and how it is approved. Include it in the content approval checklist so it is checked every time. Our digital campaigns service builds this into every creator brief.
Paid usage of creator content
If you boost creator posts or reuse them in ads, agree paid-media usage separately, and keep the disclosure intact in the ad version.
Frequently asked questions
Do gifted products need disclosure?
Yes. Free products, trips or other benefits given in connection with content are a material connection and should be disclosed.
Is a hashtag at the end of a caption enough?
Usually not, if it is easy to miss. Disclosure should be prominent and clear to an ordinary viewer.