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Since enacting influencer guidelines in 2021, the Advertising Standards Council of India (ASCI) has received 2,767 complaints about influencer violations. Brands and influencers were charged with failing to disclose material connections.
The first 1,592 were recorded during the fiscal year 2021-22 (FY22), while the remaining 1,175 were recorded between April 2022 and December 2022. A closer look at the data for FY22 revealed that the virtual digital assets category accounted for 24% of the 1,592 complaints, while personal care accounted for 23% of the influencer complaints. In the fiscal year ending March 2022, the ‘fashion and lifestyle’ segment accounted for 16% of all complaints.
