The Advertising Standards Council of India (ASCI) is a self-regulatory body that publishes guidelines for advertising across all media, including a 2023 guidelines document specifically for influencer advertising in digital media. ASCI is not a statutory regulator, but its decisions are regularly cited by the Central Consumer Protection Authority (CCPA) and the Ministry of Information and Broadcasting when enforcing the Consumer Protection Act 2019. Non-compliance is flagged publicly in ASCI's annual Complaints Against Misleading Advertisements report, and brands (not creators) carry the reputational and regulatory risk. Our full working playbook is at /playbooks/asci-compliance-and-attribution.
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