In a strategic move acknowledging the evolving nature of influencer marketing in India and curbing the spread of false information by digital influencers, the Advertising Standards Council of India (ASCI) has updated its influencer advertising guidelines, specifically targeting influencers in the health and finance sectors. This update, announced on April 28, 2025, through a press release, introduces a more structured approach to how influencer qualifications are disclosed. The update was added to the ASCI Guidelines for Influencer Advertising in Digital Media under Addendum 2 on April 7, 2025.
Background and Industry Overview
Influencer marketing in India has grown exponentially, expanding beyond traditional product endorsements to include advisory content that can significantly impact consumer choices, especially in sensitive domains like Banking, Financial Services and Insurance (BSFI) and Health and Nutrition.
According to industry estimates, India’s influencer economy, currently valued at over INR 125 billion in 2024, is expected to grow to INR 500 billion by 2030. The health and finance verticals are among the fastest-growing segments, fuelled by a pandemic-era spike in health consciousness and the rise of fintech solutions.
However, these sectors face high regulatory scrutiny and the risk of misinformation, with instances of influencers promoting unverified medical treatments or risky investment schemes. This has prompted multiple consumer complaints and legal interventions, with the ASCI mandating that any influencer commenting on such subjects must hold verifiable qualifications and certifications.
Influencers in the Banking, Financial Services and Insurance (BFSI) sector and those promoting health and nutrition products or services often provide information that could directly impact a consumer’s decisions and well-being. Given the risks involved, the ASCI identified that it was essential for only those with verified qualifications and certifications to be permitted to give technical or professional advice in these areas.
New Guidelines for Influencers
Under the new Guidelines, the influencers who offer technical advice or evaluate the merits and demerits of products or services in the BFSI or health domains must possess formal qualifications and certifications. This includes:
- BFSI Influencers: Those providing investment or financial advice must be appropriately licensed. For example, stock or investment-related influencers should be registered with the Securities and Exchange Board of India (SEBI), and they must clearly mention their SEBI registration number, name, and qualifications. Other financial advisors must hold relevant credentials such as an IRDAI insurance license, a Chartered Accountant (CA) or a Company Secretary (CS) designation.
- Health and Nutrition Influencers: Those offering advice on prevention, treatment, cure, or remedies for medical conditions must be certified professionals. Acceptable qualifications include medical degrees and certification as a nutritionist, dietician, physiotherapist, psychologist, or certified nurse, depending on the specific nature of the content.
These requirements would ensure that consumers receive accurate and safe information from credible sources. Further, the influencers must prominently display their qualifications and registration details:
- In video content, credentials must be superimposed on visuals or mentioned at the beginning of the video.
- In text-based posts or blogs, details must appear before the main content starts.
- In podcasts or audio-only content, the qualifications must be stated at the very beginning.
This would allow consumers to recognise the credibility of the person offering advice immediately. Influencers without professional qualifications may still participate in promotional activities, but only in a non-technical, generic context. They may share broad, awareness-based content such as:
- A lifestyle influencer discussing the importance of annual health check-ups in collaboration with an insurance brand.
- A chef or food blogger promoting a meal delivery service from a health food brand, without making specific health claims.
This would allow brands to leverage influencers’ reach while maintaining consumer protection. This change also acknowledges that while influencers are a powerful communication channel, not all content qualifies as expert advice. The aim is to ensure credibility where it is due without undermining non-technical content that still holds value for audiences.
Conclusion
The updated guidelines reflect the ASCI’s broader vision to encourage self-regulation while preserving the dynamism of digital content creation. With backing from regulatory bodies like DoCA, FSSAI, and the Ministry of AYUSH, ASCI is aligning itself with both consumer safety and industry growth.
As the digital landscape continues to evolve, it is imperative that its safeguards keep pace with these changes. The ASCI’s revised guidelines represent a significant step forward in promoting responsible influence within the digital marketing sphere. These new guidelines play a crucial role in protecting consumers from misleading or potentially harmful advice and serve as a prime example of how regulatory frameworks can adapt effectively to the ever-shifting boundaries of contemporary advertising.
In today’s environment, where the messenger, be it influencers, brand ambassadors, or media platforms, can exercise enormous power, these updated guidelines will build trust and transparency, establish clear expectations for disclosure and ethical practices, and ensure that consumers can make informed decisions in a space that is often filled with noise, misinformation, and sensationalism.
Access the Official Notification: Here
Authors: Manisha Singh and Shivi Gupta