The educational wing of the Advertising Standards Council of India (ASCI), ASCI Academy, has introduced an innovative e-learning certification named the 'Responsible Influencing Course'. Aimed at content creators, this course is designed to facilitate compliance with the ASCI's guidelines, legal mandates, and uphold ethical standards within the realm of influencer marketing.
Spanning two hours, the course encompasses 21 concise modules on a variety of subjects relevant to influencer marketing. Topics range from the basics of influencer marketing, the crucial role of transparency and authenticity, understanding ASCI's regulations through practical examples, to the detailed exploration of self-regulation practices for influencers.
Additionally, the course offers insight into the specific norms for different social media platforms, outlines the essentials of disclosure—who needs to disclose, the method of disclosure, and the rationale behind it—and covers the distinct disclosure requirements. Other areas discussed include the categorization of influencers, a checklist for brand collaborations, among others, to ensure a comprehensive and enlightening educational experience.
In the current digital age, where creators significantly impact consumer decisions, this course aims to arm influencers, content creators, agency professionals, and marketing specialists with the knowledge to effectively navigate regulatory landscapes, foster trust with audiences and brand partners, and promote ethical advertising standards. Participants who successfully complete the course and pass the assessment will be awarded the 'Responsible Influencing Certificate', marking their dedication to principled endorsements and mastery of influencer marketing regulations.
Manisha Kapoor, CEO and Secretary General of ASCI, emphasized the importance of this initiative, "As the influencer landscape continues to expand, particularly among the youth, maintaining advertising credibility is paramount. This course supports influencers in comprehensively understanding advertising regulations, thereby enabling them to endorse products responsibly. Brands are inclined to collaborate with creators who have proven their commitment to transparent and honest influence by obtaining this certification.
