ASCI tightens endorsement guidelines as violations soar

Guidelines to cover celebs with 500,000 followers or earning ₹40 lakh annually from ads

- Varuni Khosla

The Advertising Standards Council of India (ASCI) has tightened its guidelines for celebrities advertising for brands, following an over 800% increase in violations by influencers and celebrities on social media and advertising platforms.

In a revision to its 2017 guidelines, the self-regulatory body expanded its definition to include celebrities with a social media following of 500,000 or more on any one platform or who receive compensation of ₹40 lakhs or equivalent value per annum for appearing in advertisements or campaigns on any medium or format. Previously, the guidelines included only those earning ₹20 lakh from endorsements.

The updated guidelines also expand the definition of "celebrity" to include notable personalities such as doctors, authors, activists, and educationists, extending beyond the traditionally recognized field of entertainment and sports.