📌 Guidelines for Social Media Ads in India 2025

1. Legal & Regulatory Bodies

• Consumer Protection Act, 2019 – prohibits misleading/false advertisements.
• ASCI (Advertising Standards Council of India) – issues the Influencer Advertising Guidelines (2021, updated 2023).
• IT Rules, 2021 – governs digital platforms and accountability.
• Ministry of Information & Broadcasting (MIB) – monitors online ads.

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2. Ad Content Guidelines

✅ Truthful & Not Misleading

• Ads must be factually correct and not exaggerate product benefits.
• Claims (health, financial, scientific) must be substantiated with proof. Guidelines for social media ads

✅ Mandatory Disclaimers

• Sensitive categories (healthcare, food supplements, financial products) require clear disclaimers.
• Example: “Results may vary” in fitness/weight-loss ads. Guidelines for social media ads

✅ Prohibited Content

• No ads promoting: tobacco, narcotics, weapons, or obscene material.
• Political and government ads must follow ECI (Election Commission of India) guidelines.

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3. Influencer & Sponsored Ads

• Influencers must clearly disclose paid partnerships using hashtags like:
  • #Ad, #Sponsored, #Collaboration, #BrandPartner
• Disclosure must be:
  • Clear, visible, upfront (not hidden in captions or stories).
  • In the same language as the ad.
• Misleading endorsements without usage are prohibited.

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4. Targeting & Data Privacy

• No targeting minors for alcohol, gambling, or financial risk products.
• Ads must comply with data protection (Personal Data Protection Bill, 2023 – draft stage).
• Retargeting & cookies require user consent.

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5. Platform-Specific Rules

• Meta (Facebook/Instagram): bans misleading health, political, and discriminatory ads.
• YouTube/Google: restrictions on harmful/dangerous products, medical misinformation.
• X (Twitter): limitations on political/cause-based ads.
• OTT Platforms: follow MIB’s self-regulation code.

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6. Penalties for Non-Compliance

• Consumer Protection Authority can order ad withdrawal + penalties.
• ASCI can issue takedown notices (platforms often comply).
• Repeated violations may lead to fines, lawsuits, or account suspension.

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✅ Best Practices for Businesses & Creators

• Always use ad disclosure labels.
• Ensure transparency in claims (backed by data/testimonials).
• Review ASCI Guidelines before campaigns.
• Maintain records of endorsement agreements.
• Respect user privacy and targeting rules.

Global (e.g., US, EU):

• FTC Guidelines (US) – Mandatory disclosure of paid partnerships.
• GDPR (EU) – User data privacy while running ads.
• COPPA (US) – Restrictions on ads targeting children under 13.

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