MUMBAI: The Advertising Standards Council of India (ASCI) has given its influencer guidelines a much-needed shot in the arm — and a dose of financial clarity. In a fresh update to its Influencer Advertising Guidelines (Addendum 2), ASCI has introduced sharper distinctions for influencers operating in the health and finance sectors.

Previously, anyone posting about commercial goods and services in BFSI (banking, financial services, and insurance) or health and nutrition needed proper qualifications and certifications to avoid leading consumers astray. Now, the rules add a pinch of nuance: qualifications are mandatory only if influencers are dishing out technical information or advice likely to be interpreted as expert opinion.

If it’s just generic promotion — say, an insurance company urging annual health check-ups through a lifestyle blogger, or a food influencer whipping up excitement for a health meal service — formal qualifications need not clutter their bios.

ASCI  chief exective & secretary general Manisha Kapoor commented, "Influencer marketing has matured beyond simple endorsements and now often involves strategic partnerships for various aspects of brand communication. The updated guidelines bring in the required nuance for influencers operating in the BFSI and health & nutrition space."

Influencers keen to stay out of regulatory hot water can dive into the full update here.