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ASCI to investigate PhonePe’s campaign for alleged violation of influencer guidelines

The online transactions company was called out by several LinkedIn and Twitter users

Several netizens have called out PhonePe for not following ASCI’s influencer guidelines in its latest campaign.

The app recently released a print and digital campaign claiming that it was India’s biggest UPI app with the highest number of users. 


This was followed by several popular meme pages and personalities on Twitter posting positive messages for PhonePe, something which was noticed by netizens.


As per ASCI’s influencer guidelines, released in 2021, it is mandatory for influencers to label the promotional content they post and ensure that it is identified as paid promotion. Moreover, the central government has also recently announced their guidelines for influencers - which make it mandatory for social media influencers to disclose promotional content in accordance with the Consumer Protection Act, 2019.

According to the guidelines, failing to follow the guidelines will make social media influencers liable for a fine of up to Rs 1 million. In the case of repeated offenders, the penalty can go up to Rs 5 million. 

Upon being approached by BestMediaInfo.com about the matter, Manisha Kapoor, CEO and Secretary General, ASCI said, “We want to thank you for bringing this to our attention. We will investigate and understand whether these posters have any material connection with the advertiser and, therefore, are in violation of the ASCI guidelines."

Further updates to follow.


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