ASCI's influencer guidelines to bring accountability, transparency: Experts On Monday, ASCI issued new draft code which aims to clearly identify and label upfront that a said communication across social media platforms is an advertisement. 2 min read Some experts argue that these guidelines have the capability to dent the engagement value of influencers Share Via Read Full Story The Advertising Standards Council of India's (ASCI) draft rules for advertising and promotions by influencers on digital media platforms will bring accountability and transparency to online promotions, said experts. Influencer marketing is currently estimated at $75 million-$150 million, according to digital marketing agency AdLift.