Influencers are simply being advised to make it clear that 'ads are ads', right? Our guest author opines.

The new guidelines require influencers to make sure they declare, beyond doubt, which content is branded. Here is a peek through the agency lens…

80+ complaints processed against potential violators in 7 weeks.

The body's sec-gen talks about its new campaign that urges consumers to register complaints against misleading ads than ignoring them.

The unsubstantiated claims that are punishable include '99.9% germ kill', 'immunity boosting', 'virus killing', and 'protects from COVID-19'.

The Advertising Standards Council of India upholds complaints against alcohol brands that used 'surrogate advertising' to push their products on both OTT platforms and mainstream television.

The guidelines will be effective from December 15, and apply to advertisements that are legally permitted.

These ads were mostly related to the health sector, with brands falsely claiming to cure or prevent COVID-19.

Complaints against eight ads for whisky, beer and white liquor brands have been registered in the past month.

They are in line with existing ASCI codes and are the first of many steps to safeguard consumers from the plethora of misleading pandemic-related claims.