ASCI Broadens its Definition of Celebrities to Include Influencers

The ASCI code requires celebrities to adhere to specific guidelines in order to ensure that their actions align with the code’s principles. Now, responding to the rise of content creators who possess immense sway over their followers and unrivalled trendsetting capabilities, ASCI has decided to expand their definition of celebrities to include influencers who meet their specific criteria.

The reason for this sudden change is the noticeable increase in misleading advertisements featuring celebrities in 2022-23 compared to 2021-22. While ASCI requires diligence from all endorsers, celebrities with notable followings are inevitably held to a higher standard due to their wider impact, and any lapse in standard will inevitably lead to stricter regulation.

The revised ASCI code now defines celebrities as individuals who meet at least one of their requirements:

• Earn a compensation of Rs. 40 lakh or equivalent annually for appearing in advertisements or campaigns on any medium.
• Have a social media following of 5 lakh (500,000) or more on any single social media handle.

Popular macro influencers, with followers ranging from 100k to 1 million, and mega influencers, with more than 1 million followers, both fit into ASCI’s new guidelines and will be required to adhere to them along with celebrities. These include some of India’s most popular content creators.

Manisha Kapoor, CEO and Secretary General, ASCI, said: “With the advent of social media and the increasing popularity of influencers on digital media, the definition of celebrities has come to change drastically. Earlier, only personalities from the world of sports or entertainment were considered celebrities. Today, however, the scenario is different. We have a range of personalities who are extremely popular on social media and share a close personal connection with consumers. These personalities affect the spending habits of consumers who trust them. So, it’s vital to ensure consumer protection – especially when celebrities endorse products or services that can cause serious financial loss and physical harm. This update widens ASCI’s ambit and includes all those personalities who have a notable influence as celebrities. With this, we have taken yet another important step in furthering the cause of consumer safety with regard to advertising.”