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Influencer marketing continues to face regulatory scrutiny, with 14 percent of all advertisements processed by the Advertising Standards Council of India (ASCI) in FY 2024–25 for various complaints being linked to violations by influencers. The self-regulatory body’s annual complaints report points to persistent issues around non-disclosure of paid partnerships and promotional content for prohibited products.
ASCI processed 1,015 influencer-related advertisements in the year, out of which 98 percent required some form of modification. A majority of the flagged posts lacked clear disclosure labels, with 56.8 percent carrying no label at all and 43.2 percent placing disclosures within hashtags—making them ineffective, the report said.
Only 29 percent of influencer posts reviewed had proper disclosures, and in some cases, ASCI noted that influencers were promoting products that are not legally allowed to be advertised, such as offshore betting platforms, alcohol, and miracle health remedies. One-third of influencers flagged were found to be involved in such promotions.
