The Advertising Standards Council of India (ASCI) has released a game-changing update to its Code for Self-Regulation in Advertising. Under this revision, media companies must now clearly label paid posts on their social media handles to ensure transparent communication with audiences. This update by ASCI on labelling paid posts is a part of ASCI’s Chapter 1 Clause 1.8 on “Truthful and Honest Representation.” It directly addresses growing concerns about disguised advertisements blurring the lines between editorial integrity and monetised content.
The directive comes amidst increasing consumer complaints around misleading or undisclosed sponsored content. The new clause mandates that any promotional post must carry disclosures such as “Ad,” “Sponsored,” “Collaboration,” or similar identifiers right at the beginning. With the digital media space becoming a dominant source of news, ASCI’s emphasis on upfront transparency aims to preserve editorial trust and public accountability.
What the new clause states
Under Clause 1.8, now officially added to Chapter 1 of ASCI’s Code for Self-Regulation, all paid or sponsored content must be clearly disclosed at the start of a post. Acceptable disclosure terms include “Advertisement,” “Partnership,” “Ad,” “Free Gift,” “Sponsored,” “Platform disclosure tags,” and “Collaboration.” These terms must be clearly visible to users before they engage with the content.
The change reinforces journalistic ethics, aligning with the Norms of Journalists’ Conduct, which already require newspapers to separate ads from editorial content. The rule now extends this principle to digital platforms where boundaries are often blurred.
Why ASCI made this change
The change stems from growing complaints regarding misleading promotions by media outlets. Consumers are increasingly concerned about the lack of clear disclosures, especially when promotional content comes from news organisations that carry high editorial credibility.
With platforms like Instagram, Twitter, and Facebook becoming primary sources of news, ASCI argues that it is no longer acceptable to allow promotions to masquerade as editorial insights. The move aims to protect not just consumers, but also the long-term credibility of media houses themselves.
ASCI on labelling paid posts: The importance of transparency
Manisha Kapoor, CEO and Secretary General of ASCI, outlined three primary reasons why labelling paid content is critical:
- Builds Trust: When audiences know a post is promotional, it creates an honest relationship between media houses and followers.
- Ensures Compliance: Disclosure helps companies stay within the boundaries of existing laws and regulations.
- Avoids Legal Risks: Failure to disclose can lead to accusations of deceptive practices and potentially severe penalties.
Kapoor adds that ASCI is monitoring such content closely to curb misleading influence from brands.
A wake-up call for media brands
Several media companies regularly post editorial-style content on their social platforms. However, ASCI noted that these platforms are increasingly carrying advertisements without appropriate disclosures. Such practices risk eroding the credibility of legitimate news.
Kapoor highlighted the need to protect consumers’ right to know whether they are viewing sponsored or genuine editorial content. The responsibility now lies with media houses to uphold transparency in their content strategies.
Excellent move by ASCI on labelling paid posts: The ChangeInContent perspective
At Changeincontent, we believe this update is not just a policy shift, but a cultural reset. In an era where advertising and journalism often coexist uncomfortably, this clause attempts to draw a necessary line in the sand.
Labelling paid posts is not about undermining content monetisation. It is about restoring honesty in communication. Media companies must realise that their power lies in trust. Once lost, no amount of revenue can rebuild it.
This change could also set a precedent for influencer marketing and digital platforms that rely on stealth advertising. Transparency must be the baseline, and not the bonus.
ASCI on labelling paid posts: The demand for a new era of accountability
With Clause 1.8, ASCI has responded to the digital media landscape’s most pressing dilemma: how to distinguish journalism from marketing. By compelling disclosures at the beginning of paid posts, ASCI is attempting to re-establish the credibility of social-first media.
This move should serve as a reminder that no media house is above accountability. ASCI’s proactive step is both protective and preventive. It restores editorial sanctity while also shielding brands and platforms from regulatory backlash. The spotlight is now on implementation.
Read more: Responsible content in the age of AI: Inside ASCI’s AdNext Report on AI in Indian Advertising.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content. We broadly define inclusivity as media, policies, law, and history. It encompasses all elements that influence the lives of women and marginalised individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
