What ASCI rules do Indian brands need to follow for influencer marketing?

ASCI influencer marketing guidelines in India (as of 2025): (1) All paid content must be labelled — creator must use #Ad, #Sponsored, #Collab, or #Partnership clearly visible without clicking "more." (2) Labels must be in the first 3 lines of caption, not buried. (3) Claims must be substantiated — creators cannot make claims your product hasn't proven. (4) Virtual influencers must be disclosed as AI. Penalties: ASCI can require content takedown and public correction. CCPA violations can result in fines. Practical advice: include disclosure requirements in your creator brief explicitly. Give creators the exact hashtag to use. Don't ask creators to hide the partnership — it creates liability for both of you.