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New social media rules introduced: What it means for you and bloggers, YouTube, Instagram influencers – Times of India

To convey transparency on social media, the Advertising Standards Council of India (ASCI) has launched draft tips for “influencer advertising” on digital media. ASCI famous that influencer promoting has turn into mainstream. “So, much of what influencers post is promotional and a lot of it is not identified as such. Such non-disclosure is a disservice to consumers and is misleading.
As per the new guidelines, all influencers will have to disclose if a certain creative post, video or written content is an advertisement or not. Also, if there are product placements, the same needs to be clearly mentioned with a pre-approved disclosure label. Also, they cannot tweak the disclosure label and will have to adhere to only permitted labels. This rule is applicable for all social media platforms including YouTube, Twitter, Facebook, Instagram, Snapchat, blogs and other video platforms. Almost all forms of paid content, advertisements online must be highlighted clearly so that the audience can clearly understand that it’s a sponsored content.
ASCI also noted that influencers can’t get away with adjectives like “fastest speed”, “best in class”, and so forth. “The influencer must do their due diligence about any technical or performance claims made by them such as 2X better, effect lasts for 1 month, fastest speed, best in class etc. Evidence of due diligence would include correspondence with the advertiser or brand owner confirming that the specific claim made in the advertisement is capable of scientific substantiation,” ASCI stated in a media assertion.
The tips for influencers promoting on digital media can be out there for all stakeholders, together with trade, digital influencers in addition to shoppers for suggestions until March 8, 2021. Based on the suggestions and inputs, the ultimate tips can be issued by ASCI by 31 March, 2021.
Once finalised the rules can be relevant to all promotional posts printed on or after 15 April 2021. “The digital space is vast. However, promotional content is often indistinguishable from regular posts. Consumers have the right to easily recognise promotional content. The guidelines will help consumers identify promotional content,” stated Subhash Kamath, Chairman, ASCI.
As for movies, the brand new tips makes it clear that within the case of video not accompanied by a textual content publish, the disclosure label needs to be superimposed on the video in a way that’s simply seen to the viewer.
“For movies that final 15 seconds or lesser,the disclosure label should keep for a minimal of 2 seconds. For movies longer than 15 seconds, however lower than 2 minutes, the disclosure label stays for 1/third the size of the video. For movies that are 2 minutes or longer, the disclosure label should keep for the whole period of the part during which the promoted model or its options, advantages, and so forth are talked about.
For stay streams, the disclosure label needs to be positioned periodically, for 5 seconds on the finish of each minute in order that customers who see half of the stream can see the disclosure, added ASCI.
ASCI additionally launched a prepared reckoner for influencers for totally different platforms.
-Instagram: Disclosure label to be included within the title above the picture/starting of the textual content that
exhibits. If solely the picture is seen, the picture itself should embody the label
-Facebook: Include the disclosure label within the title of the entry or publish. If solely the picture/video is
seen, the picture/video itself should embody the label eg FB story
-Twitter: Include the disclosure label or tag initially of the physique of the message as a tag
-Pinterest: Include the disclosure label initially of the message.
-YouTube and different video platforms: Include the label within the title / description of the publish.
-Vlog: Overlay the disclosure label whereas speaking in regards to the services or products
-Snapchat: Include the disclosure label within the physique of the message at first as a tag.
-Blog: Include the disclosure label within the title of the publish.

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