The Advertising Standards Council of India (ASCI), the self-regulatory body for the advertising industry, issued a directive on Wednesday requiring media companies to clearly label paid or sponsored posts on their social media handles. The move addresses growing concerns over promotional content being mistaken for editorial material, which undermines transparency and erodes public trust in digital media platforms.

The ASCI has amended its code with a new clause mandating that all paid or sponsored posts by media outlets carry prominent disclosures at the outset. Acceptable labels include “Advertisement,” “Partnership,” “Ad,” “Free Gift,” “Sponsored,” “Platform disclosure tags,” and “Collaboration.” This ensures audiences can immediately distinguish promotional content from editorial posts, according to an official statement.

The decision follows consumer complaints about misleading or undisclosed promotions on platforms with high editorial credibility. ASCI’s chief executive and secretary general, Manisha Kapoor, emphasized the importance of transparency, stating, “Consumers have a right to know if they are dealing with sponsored or editorial content from the outset.” She noted that digital media increasingly serves as a primary source of news and information, making clear disclosures critical to maintaining the integrity of media brands.

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The new clause aims to curb the practice of blending advertisements with editorial content, particularly on social media, where media outlets frequently share news and features. By enforcing upfront disclosures, ASCI seeks to safeguard consumer trust and uphold ethical advertising standards in an era of rapidly evolving digital communication.

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