India’s ad watchdog cracks down on stealth marketing by media companies

MUMBAI: India’s advertising watchdog has tightened the screws on media companies that blur the lines between editorial content and paid promotions on social media. The Advertising Standards Council of India (Asci) has introduced tough new disclosure rules aimed at stopping advertisements masquerading as news.

Under the updated code, media outlets must now slap clear labels on any sponsored content right at the top of social media posts. Acceptable tags include “advertisement,” “partnership,” “ad,” “sponsored,” and “collaboration”—no hiding behind fine print or vague disclaimers.

The crackdown follows a surge in consumer complaints about misleading promotions on platforms where editorial credibility runs high. With digital media increasingly serving as Indians’ primary news source, regulators are worried that undisclosed advertising is eroding public trust.

“Several media outlets regularly post editorial content on their social media handles,” said Asci  chief executive & secretary general Manisha Kapoor. “Increasingly, we see advertisements with no or poorly visible disclosures making their way to such posts.”

The new Clause 1.8, tucked into the “Truthful and Honest Representation” chapter of Asci’s self-regulation code, reflects growing global concern about native advertising and influencer marketing. Consumer protection authorities worldwide are grappling with how to police content that deliberately mimics editorial material.

For media companies, the rules represent both a burden and an opportunity. Clearer labelling may initially dent engagement rates, but could ultimately protect valuable editorial brands from advertiser influence. The regulations also level the playing field with international platforms, which already require similar disclosures under local laws.

Asci, established in 1985, monitors advertising across all media and has worked closely with government bodies including the Department of Consumer Affairs and the Food Safety and Standards Authority of India. The council’s updated code can be found at ascionline.in.