The Advertising Standards Council of India (ASCI) has introduced a new clause in its Code for Self-Regulation in Advertising, requiring media companies to clearly label paid content on their social media platforms. The move is aimed at preventing advertisements or sponsored promotions from being mistaken for editorial content – a concern especially on platforms where editorial credibility remains high.
The new Clause 1.8, under Chapter 1: Truthful and Honest Representation, mandates that any paid or sponsored postby a media outlet must carry a clear disclosure right at the beginning. Accepted labels include: “Advertisement,” “Sponsored,” “Partnership,” “Ad,” “Free Gift,” “Collaboration,” or applicable platform-specific tags. This update aligns with the Norms of Journalists Conduct, which already require newspapers to differentiate between ads and editorial content.
The change follows rising consumer complaints about misleading or undisclosed promotions across digital media, which increasingly serves as a primary source of news and information for many Indians.
Manisha Kapoor, CEO and Secretary General, ASCI, stated: “Labelling sponsored content builds trust and transparency, ensures compliance with legal guidelines, and helps prevent deceptive marketing. It’s also key to avoiding legal or regulatory penalties.”
She added, “Many media outlets frequently publish editorial content on social platforms. However, a growing number of undisclosed ads are blending in. Upfront disclosure ensures the integrity of media content and upholds the consumer’s right to know whether a post is editorial or sponsored.”
ASCI will actively monitor compliance to maintain ethical standards in digital media advertising.
