New Clause 1.8 requires upfront disclosures to prevent advertisements from being mistaken for editorial content.
Mumbai, August 13, 2025: The Advertising Standards Council of India (ASCI) has amended its Code for Self-Regulation in Advertising, introducing a new clause that mandates media companies to clearly label paid content on their social media handles. The move is aimed at ensuring advertisements or promotions are not mistaken for editorial content, addressing a rising concern in India’s evolving digital media landscape.
The newly added Clause 1.8, under Chapter 1 – Truthful and Honest Representation, requires any paid or sponsored post by a media company to carry a clear disclosure at the very start. Accepted labels include “Advertisement,” “Partnership,” “Ad,” “Free Gift,” “Sponsored,” “Platform disclosure tags” and “Collaboration.” The Norms of Journalists Conduct also reinforce that advertisements must be distinctly separated from editorial matter.
The update follows a series of consumer complaints about undisclosed or poorly marked promotions on platforms where editorial credibility is highly valued. With digital channels increasingly serving as primary sources of news and information, ASCI says such transparency safeguards both audience trust and media brand integrity.
Manisha Kapoor, CEO and Secretary General of ASCI, emphasised:
> “Labelling sponsored content is crucial for several reasons. It builds trust and transparency with the audience, ensures compliance with laws and guidelines, and helps avoid penalties from regulators. ASCI closely monitors such content to prevent any misleading brand influence.”
Kapoor added that the distinction between sponsored and editorial content is essential to preserve the credibility of media outlets:
> “Several media outlets post editorial content on social media. Increasingly, advertisements without clear disclosures are appearing in these posts. To maintain the integrity of news and features, sponsored or promoted content must be clearly marked upfront.”
ASCI will monitor adherence to the revised code, and violations could attract penalties under relevant advertising and consumer protection laws.
About ASCI:
The Advertising Standards Council of India (ASCI) is a voluntary self-regulatory organisation committed to ensuring truthful, decent, and responsible advertising. Established in 1985, ASCI works with advertisers, agencies, media, and regulators to safeguard consumer interests and maintain ethical standards in advertising.
