ASCI Eases Rules for Health and Finance Influencers

On April 28, 2025, the Advertising Standards Council of India (ASCI) announced an update to its guidelines that relieves thousands of creators and agencies. Influencers in the BFSI (Banking, Financial Services, and Insurance), health, and nutrition sectors no longer have to share their certificates unless they offer deep technical advice.

Influencer Marketing Just Got Easier in the BFSI and Health Sectors

In a much-needed move, ASCI has revised its guidelines, giving health, finance, and nutrition influencers the freedom to post promotional content without declaring their qualifications unless they give technical advice. Until now, content creators in these fields had to walk a tightrope; every promotional post required them to declare their qualifications, even if they were simply endorsing a brand. That has changed.

Also Read: ASCI says 69% of India’s Top 100 Influencers Fail to Follow Influencer Guidelines

What Exactly Has Changed?

• Earlier, influencers had to declare qualifications and certifications even while giving general advice or promoting a product or service.
• Now, qualifications are only required when influencers provide technical advice, such as recommending a specific dosage of a health supplement or explaining the pros and cons of a financial product in detail.
• No qualification disclosure is needed for generic promotions, public service messages, or non-technical product promotions.

This change highlights the growing maturity of influencer marketing in India, where promotions are not just celebrity shout-outs but full-scale brand strategies.

What Counts as Technical vs. General Advice?

• Technical Advice: Provide breakdowns of investment portfolios, advise supplement dosages, and review insurance policy details. In such cases, influencers must declare their relevant qualifications.
• General Promotions: Talking about the importance of regular health checkups, promoting a meal service with a food blogger, or speaking about healthy living tips — here, no declaration is needed.

So, if you’re not playing the expert, you don’t need to prove you are one.

What ASCI Official Voices Say?

Manisha Kapoor, CEO & Secretary General of ASCI:

“Influencer marketing has matured beyond simple endorsements and now often involves strategic partnerships for various aspects of brand communication. The updated guidelines bring in the required nuance for influencers operating in the BFSI and Health & Nutrition space.”

This means that influencer content today is more than just flashy ads. It includes honest stories, educational content, and long-term engagement. The new rule understands that not every creator needs to act like a certified expert.

What It Means for Brands and Influencers?

This update makes life easier for everyone in the influencer space:

• Creators can focus on content without constantly worrying about certification disclaimers.
• Brands can partner with lifestyle influencers even in the BFSI and health sectors without legal hurdles.
• Agencies can plan quicker campaigns with more creative freedom and fewer compliance checks.

It also encourages more authentic conversations, where influencers talk like real people, not like corporate trainers or technical experts.

A Balanced Move by ASCI

ASCI’s decision hits the right balance. It doesn’t remove accountability for technical advice, those who present themselves as experts must still prove they are. But it allows space for creativity, storytelling, and relatability in influencer marketing, especially in sensitive sectors. By separating endorsement from expert opinion, ASCI has added a layer of practical understanding to modern marketing.

You can now create relatable content, tell stories, and promote brands without waving a certificate every time. You’re free to be yourself online if you’re not giving complex advice.

It’s a welcome move in a time when content creation is becoming a career path for many Indians. With this clarity, the influencer industry gets closer to professionalism without losing authenticity.