Social Media Influencers Now Considered Celebrities Under ASCI Code

The Advertising Standards Council of India (ASCI) has broadened the definition of celebrities in its code to include social media influencers with a following of 500,000 or more. The move comes as the influence of social media influencers has grown in recent years, with many of them commanding large followings and the ability to significantly impact consumer behavior.

Under the new definition, social media influencers who meet the following criteria will be considered celebrities for the purposes of the ASCI code:

• They have a following of 500,000 or more on any single social media platform.
• They receive compensation for endorsing products or services.
• They are considered to have a “significant” influence on their followers.

The ASCI code sets out a number of guidelines for celebrities who endorse products or services, including the requirement to ensure that the claims made in the advertisement are truthful and substantiated. The code also requires celebrities to disclose their relationship with the brand they are endorsing, and to avoid making misleading or deceptive statements.

The broadening of the definition of celebrities is seen as a way to ensure that social media influencers are held to the same standards as traditional celebrities when it comes to advertising. It is also hoped that the move will help to protect consumers from misleading or deceptive advertising.

The ASCI’s decision has been welcomed by consumer groups, who have long called for stricter regulation of social media influencers. “This is a welcome step by the ASCI,” said Arvind Singhal, founder of the Indian Institute of Consumer Studies. “It will help to ensure that social media influencers are more accountable for the products and services they endorse.”

The new definition of celebrities will come into effect on September 1, 2023.