A brand pays for your Reel. A skincare company sends you a free product. You share a link that earns you commission when someone buys.These arrangements are different, but each gives your audience information they should know before relying on your recommendation.
For creators in India, the practical rule is: if a connection with a brand could affect how people view your post, disclose it clearly.
What counts as a brand connection?
Money is only one example. A connection may include a free product or service, a discount, a hotel stay, a trip, a barter arrangement or an affiliate commission. It can also include a personal, family or employment relationship.
Under India’s consumer-advertising guidelines, a connection that may materially affect the credibility of an endorsement must be disclosed if the audience would not reasonably expect it. ASCI’s influencer guidelines also require disclosure when there is a material connection between the advertiser and influencer.
You still need to disclose a free product even if the brand did not ask for a positive review. Your honest view and the fact that you received something from the brand can both be true.
Sponsored, gifted or affiliate: what should you say?
Use words that tell viewers what the connection is:
- Paid promotion: “Ad — this Reel is sponsored by [Brand].”
- Free product: “Free gift — [Brand] sent me this product.”
- Barter visit: “Collaboration — [Hotel] hosted my stay.”
- Affiliate link: “Affiliate link — I may earn a commission if you buy through this link.”
ASCI permits labels including Ad, Sponsored, Collaboration, Free gift and Affiliate. Choose one that fits the arrangement, and use plain language where a label alone may leave your audience guessing.
What if you bought the product yourself?
If you paid for it yourself and have no material connection with the brand, you do not need to label your genuine review as an advertisement merely because you mention or tag the brand.
But check the full arrangement. If you bought the item at a special creator discount, were promised a benefit for posting, or added an affiliate link, there may be a connection to disclose.
Where should the disclosure appear?
Put it where people will actually see it. Place it near the start of the caption, before viewers have to tap “more”. For a Story or a video without a caption, put a readable label on the image or video. In a Reel, do not rely on a disclosure hidden among hashtags at the end.
A platform’s “Paid Partnership” or “Includes Paid Promotion” tool can help, but check how the disclosure appears to viewers. ASCI advises creators to consider the platform tool in addition to their own clear disclosure.
Tagging the brand, writing “thanks for sending this” or adding “#collab” deep in the caption may not clearly explain the arrangement. Tell the audience directly.
Does disclosure let you make any claim about the product?
No. “Ad” tells viewers about your connection; it does not verify what you say. Check claims about price, results, ingredients or benefits before repeating them. Do not say you used a product for a month if you only opened it today, or promise that viewers will get a result you cannot substantiate.
This matters particularly for health, nutrition and financial promotions, where additional rules or qualifications may apply.
Before you post: a practical check
- Did I receive anything of value? Include money, gifts, discounts, experiences and potential affiliate commission.
- Would viewers know about the connection? If they may assume this is an independent recommendation, make it clear.
- Does my label describe the arrangement? “Free gift” and “Affiliate” may tell viewers more than a vague “collab”.
- Is the disclosure easy to notice? Check the Reel, Story and caption as they appear to someone seeing the post for the first time.
- Can I support my claims? Keep the disclosure and the product claims accurate.
The simple rule: Tell your audience about the brand connection before they rely on your recommendation.
Sources and further reading
- Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022 — particularly guideline 14 on disclosing material connections.
- Department of Consumer Affairs, Endorsement Know-hows! — government guidance for influencers on clear disclosures and brand relationships.
- ASCI Guidelines for Influencer Advertising in Digital Media — material connections, permitted labels and where disclosures should appear.
- ASCI Influencer Disclosure Tool — examples for paid promotions, gifts, affiliate marketing and different post formats.
Disclaimer: This article provides general information for creators in India. The disclosure needed for a particular post depends on the arrangement, content and applicable platform rules. For a specific campaign or compliance concern, speak with an independent legal professional