Few celebrities and social media influencers are seemingly reluctant to follow the norms of advertisements. And thus, the Advertising Standards Council of India (ASCI) has decided to crack down on them for violating advertising guidelines.
Celebs and influencers violating ad norms
Bollywood celebrities including Ranveer Singh, Jacqueline Fernandez and Urvashi Rautela along with a clutch of popular social media influencers have been found violating the guidelines issued by ASCI last year. While advertising for brands, these celebrities reportedly did not disclose properly that their social media posts were part of commercial agreements.
ASCI, in its first social media influencers report, stated that “More than 700 notices were served to influencers and brands for the violation of influencers guidelines.” Following this, they were directed to take down the social media posts advertising the brands without any disclaimer.
Read more: The dark side of the social media influencers; How they are dangerous for the Indian audience
The influencers who did not comply with ad norms were advertising for several brands including Nykaa, Myntra, Radisson Hotel Group, Manyavar and Colorbar cosmetics.
Sonam Babani, one of the influencers in the non-compliant list, told TOI, “I only promote and talk about brands I believe in and personally use and do what I do because I love to do it.”
She added, “I have open conversations with my followers and always give them honest opinions when they reach out to me and they will vouch for that!”
Celebs defying the guidelines despite being pointed out
However, Bollywood actors Ranveer Singh, Jacqueline Fernandez and Urvashi Rautela have failed to follow the ASCI notices despite being called out. Manisha Kapoor, Secretary-General, ASCI reported that “The trio defied the guidelines and even didn’t comply with the notices.”
Following the continuous violation of guidelines, the matter will now be taken to the “relevant government regulator” for further course of action.
Ranveer (Manyavar), Urvashi (Label-Renu Manjunath) and Jacqueline (Colorbar) have been allegedly advertising the brand as general posts without revealing that the posts were part of social media advertising, as per ASCI’s report.
Manisha further told, “We received two consumer complaints against Ranveer Singh for violation of influencers’ guidelines. In one case, a change was made in the post after the brand and influencer heard from ASCI, and in another case, we have not received compliance.”
ASCI’s guidelines for advertising
ASCI’s online portal ASCI. Social introduces influencers and brands with the guidelines. The website also provides a tool to guide them about being responsible and transparent on their social media handles.
The guidelines issued by ASCI, in June last year, had stated that “All advertisements published by social media influencers or their representatives must carry a disclosure label that clearly identifies it as an advertisement.”
It is mandated for the influencers to advertise the brands with the disclosure that is upfront and prominent which can easily be noticed by the average consumer. For more details, influencers and brands are asked to ASCI.Social/guidelines to get familiar with the guidelines.
ASCI’s attempt to call out these celebrities was a much-needed action as the influencers need to work within boundaries to avoid any misguidance.
It has now emerged that Ranveer Singh, Jacqueline Fernandez and Urvashi Rautela didn’t comply with the ASCI notices despite being pointed out about the specific violations of influencers guidelines.