Indias largest packaged foods company Nestle which makes Maggi noodles and Milkmaid condensed milk, and also uses influencers in advertising for many of its foods products, said it was directly involved in formalising the guidelines. "Nestle India was among the recipients of the draft guidelines on influencer advertising in digital media,” a company spokesperson said.
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As guerillas become mainstream, ASCI asks influencers to disclose paid brand pitches
Image by mohamed Hassan from Pixabay
Come June 14, influencers with wide following on social media who advertise brands from their accounts will have to disclose paid partnerships, the Advertising Standards Council of India (ASCI) said on Thursday.
The self-regulatory body pegged the size of the digital influencers industry at USD 150 million, with digital marketing coming a long way over the past few years.
It has been engaged in stakeholder interactions since last year and released a draft of the influencer advertising guidelines in February 2021.
Dhruv Chitgopekar, founding partner of the Collective Artists Network and the chief executive of Bigbang.Social, who was among those consulted, told reporters that influencers started off as guerillas on the marketing scene but are now at the forefront.