Why following ASCI guidelines will be non-negotiable for influencers in 2026!

Danny Advani, Head of Business Strategy, Dot Media, discusses what the impact of ASCI guidelines will look like in 2026 and why it's advised for influencers to follow them.

Since 2021, ASCI (Advertising Standards Council of India) has been the sole body that is authorised to make decisions and set guidelines for the content creator economy to function better. The guidelines are expected to be followed by content creators, brands, and consumers to make this industry more reliable. As influencer marketing evolves and content creators continue to be considered an important part of entertainment and business, complying with ASCI guidelines should be a non-negotiable factor for creators and agencies in 2026. Danny Advani, Head of Business Strategy, Dot Media, who has been part of the influencer industry and has an understanding of how it works, deciphers what this impact would look like for the industry in 2026. 

Here's what he thinks -

The creator economy is booming like the ticket sales of Dhurandhar. As the industry scales, so does its accountability and transparency. ASCI compliance isn’t a tick mark in your checklist, but it’s part of a trust equation that defines credibility - for the brand, the agency and the creator. With increased scrutiny from regulators and platform policies, creators and agencies can no longer operate in grey zones. The audience today is smarter and misinformation travels faster than engagement. ASCI gives everyone a shared language of transparency. By 2026, non-compliance won’t feel rebellious- it’ll feel reckless. For brands, agencies, and platforms, working only with ASCI-compliant voices won’t be a preference. It’ll be policy.

However, there are some common mistakes or grey areas where creators unintentionally violate ASCI guidelines. But it's always possible for the industry to course-correct them. 

Here are some common slip-ups!

Using ambiguous hashtags like #collab or #partner instead of #ad or #sponsored.

Placing disclosures in the 4th line of a caption, hidden behind “read more.”

Failing to declare gifted products as promotional.

Mixing personal opinion with branded claims (especially in beauty, health, finance).

Not using platform disclosure tools when they’re available like paid partnership tags.

Most of these mistakes come from creators thinking its compliance and a mandated policy. Industry needs to course-correct through two key moves - treating ASCI guidelines like grammar for influence - once you know the rules, you can still be creative. But if you skip the rules, the message lands but without credibility.

Impact of stricter ASCI enforcement on the relationship between brands and influencers

We tend to overthink it. Compliance is purely from a POV to ensure transparency of endorsement. Is it an Ad or a genuine piece of content? Stricter ASCI enforcement only removes ambiguity from the table. And that’s a good thing - for both brands and creators.

As compliance becomes normalized, it will force brands to think about the following!

Are we hiring creators for influence or just reach?

Is our value prop strong enough to survive a #sponsored tag?

And for creators, transparency will help - make ads feel more honest, not less effective.

While content creators have grown, you cannot miss out on other categories or content types to come under tighter ASCI scrutiny in 2026, especially considering their growing popularity. Three categories that will definitely be placed under tighter scrutiny are AI-generated content, virtual influencers and affiliated or recommendation links.

AI-generated content -

Let’s call them a glorified BOT with a face and not just a voice. So far, we have seen trends across platforms flooded by BOT comments. Now if they get a face and turn into an AI avatar, yes, they need to be scrutinised under the same compliance. Audiences have the right to know if they’re being persuaded by a bot.

Virtual influencers -

Think Lil Miquela 2.0. These avatars are “brand-safe” and controlled - but also deceptive if not clearly disclosed as non-human.

Affiliate/recommendation links -

Micro-creators often drop affiliate links without tagging #ad or clarifying monetary benefit. As content creation mechanism opens up to humans and machines, disclosure will become a safeguard against manipulation.

Ways influencers can adapt their content strategies to remain compliant while still maintaining authenticity and engagement!

Integrating compliance into the content seamlessly is crucial; instead of treating disclosure as a mere technicality by simply adding "#ad" at the end, it's more effective to weave it naturally into the message, as we have found this approach to be beneficial in our experience.

Open with context: “Partnering with a brand I actually use…” feels more natural than hiding a tag.

Make ASCI compliance part of your creative hook, not just a footnote eg: ye ad hai, dekhna hai to dekho.

Use story formats where disclosure flows with voice, not against it (e.g. “Here’s my review—yes it’s paid, but here’s why I said yes.”)

Remember, audiences don’t hate ads - they hate being tricked or boring ads. If you disclose honestly and deliver value, they’ll respect the hustle.

Platform level policies and guidelines

With platforms rolling out their own disclosure tools, it will be interesting to see how ASCI guidelines integrate with or influence platform-level policies in the coming years. By 2026, we’ll see convergence: ASCI guidelines and platform policies will no longer operate in silos.

Instagram, YouTube, and Meta already have “Paid Partnership” tools.

But expect the following!

Auto-detection of branded language prompting disclosure alerts.

Backend enforcement: brands unable to whitelist creators who haven’t disclosed properly.

Collaborative integrations: ASCI-certified creators being algorithmically favoured by platforms (yes, this will happen).

It’s about protection - for the user, the creator, and the brand.

In conclusion, I urge creators who feel constrained by ASCI guidelines to reconsider their perspective. Instead of viewing #ad as a creativity killer, see it as an opportunity to refine your unique voice. Remember, when you truly understand your audience and content niche, a simple hashtag won’t diminish your impact. ASCI is not your adversary; it's there to protect your audience, maintain your integrity, and enhance your leverage. Embrace a mindset that goes beyond the rules - focus on creating exceptional content that flows seamlessly, regardless of any regulations. This approach will not only sustain your growth in 2026 but will also empower you to thrive as a creator.

How do you think ASCI guidelines will roll out to guide the creator economy? Let us know in the comments below.

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