ASCI orders media to label paid posts, safeguard editorial integrity

The Advertising Standards Council of India ( ASCI) has added a new clause to its Code for Self-Regulation in Advertising, making it mandatory for media companies to clearly identify paid content on their social media handles. The move aims to prevent advertisements or promotions from being mistaken for editorial content, a growing concern in India’s rapidly evolving digital landscape.

The new Clause 1.8, introduced under Chapter 1 – Truthful and Honest Representation, mandates that any paid or sponsored post by a media company must carry a clear disclosure right at the beginning. This ensures audiences immediately know the content is promotional. Acceptable labels include “Advertisement,” “Partnership,” “Ad,” “Free Gift,” “Sponsored,” “Platform disclosure tags,” and “Collaboration.” The Norms of Journalists Conduct also require newspapers to clearly distinguish advertisements from editorial matter.

The change comes in response to consumer complaints about misleading or undisclosed promotions on platforms where editorial credibility is high. With digital media increasingly serving as a primary source of news and information, ASCI says transparency is vital to protect both audiences and media brands.

Manisha Kapoor, CEO and Secretary General of ASCI, said: “Labelling sponsored content is crucial for several reasons. It builds trust and transparency with the audience, which appreciates knowing whether it’s an endorsement or recommending something in exchange for compensation. Second, it helps to comply with the laws and guidelines, which may require one to disclose any material connection or relationship you have with a brand or product. Finally, it helps avoid potential penalties, fines or legal actions from regulators, who may accuse you of deceptive or unfair marketing practices. ASCI monitors such content closely to avoid any brand influence of misleading content by brands.”

She added: “Several media outlets regularly post editorial content on their social media handles. Increasingly, we see that advertisements with no or poorly visible disclosures are making their way to such posts. To maintain the integrity and trust of media news and features, it is important that sponsored or promoted content is distinguished by means of upfront disclosures. This prevents such advertisements from misleading consumers about their true nature. Consumers have a right to know if they are dealing with sponsored or editorial content right at the beginning.”