ASCI's New Guidelines: Defining Who Qualifies as a Celebrity and Tackling Misleading Ads
I've got some hot-off-the-press news that can cost you your credibility as an Influencer/Content creator. The Department of Consumer Affairs has dropped some new guidelines, and I’m here to break them down for you.
Why Should You Care?
Now, you might be wondering, "Why should I care about these guidelines?" Well, for starters, this is to tackle those pesky misleading ads and claims in the health and wellness space and bring more transparency to your endorsements. They're like the referee in the influencer game, making sure everyone plays fair and square.
Who is considered a celebrity according to new ASCI guidelines?
In exciting news, the Advertising Standards Council of India (ASCI) decided to redefine who's a celebrity. Now, if you have over 5 lakh followers or earn more than ₹ 40 lacks per year, congrats, you're a celeb! You'll need to strictly adhere to these guidelines.
Why the Change?
ASCI made this change because social media influencers are rocking the scene like never before. It's not just movie stars and athletes anymore; it's all of us. So, they want to ensure consumer protection and keep the game fair.
Credentials, Please!
If you're a certified medical practitioner or a health and fitness expert holding certifications from recognized institutions, you'll need to flaunt those credentials. When you're sharing anything health-related, from workout tips to supplements, you've got to disclose your credentials. It lets your audience know that you know your stuff.
Celebrities giving health advice, Be Clear!
Now, for our celebrity influencers and virtual influencers who sometimes dabble in health and wellness, things just got a bit more transparent. You'll have to add a clear disclaimer when you're talking health stuff, endorsing products, or making health-related claims. This is to ensure that your fans understand you're not a replacement for their doc.
What Needs a Disclaimer?
Wondering when to drop that disclaimer? Well, it's pretty simple. Anytime you're talking about health benefits, disease prevention, treatments, cures, recovery methods, or boosting immunity, just make sure your disclaimer is there.
Basically, if it's health-related, get ready to drop that "This isn't medical advice" note.
But general wellness tips like "Drink water and stay hydrated" or "Get enough good sleep" are safe. These don't target specific products or health conditions, so no need for a disclaimer there.
Keeping It Real and Fact-Based
The guidelines also remind us all to separate personal views from professional advice. You can't just toss out health claims without some solid evidence. Let's be myth-busters, not myth-makers. Your audience trusts you, and you don't want to let them down, right?
Who's Keeping a Close Watch on Your Endorsement Videos?
These guidelines weren't just made up on a whim. The Department of Consumer Affairs had discussions with the Ministry of Health, the Ministry of Ayush, the Food Safety and Standards Authority of India, and the Advertising Standards Council of India (ASCI). It's a big deal!
Wrapping It Up
It's essential to stay up-to-date with the latest rules and guidelines. These new health and wellness guidelines are all about keeping it real and helping your audience make informed choices. Remember, your words have power, and with great influence comes great responsibility. So follow these guidelines and keep doing what you do best - creating awesome content!