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97.3% of 1,609 influencer ads ASCI processed in 2025-26 needed changes, showing uneven disclosure compliance
ASCI and CCPA rules already require clear disclosure of any material connection between an advertiser and an influencer. An opinion piece says brands, agencies, creators and platforms must build disclosure into campaigns to make compliance consistent.
The numbers
Figures from Financial Express,
| CCPA misleading-ads guidelines year: | 2022 |
|---|---|
| ASCI influencer advertising guidelines year: | 2021 |
Why it matters for the brand
Add influencer-disclosure practices to diligence on creator-heavy targets and agencies, and note the gap this exposes for compliance-tooling and pre-clearance services, since the CCPA (2022) and ASCI (2021) rules exist but are unevenly followed.
What to track next
- ASCI's next annual figures show whether the share of influencer ads needing modification falls below 97.3%
- A CCPA notice or penalty citing the 2022 influencer disclosure guidelines
- ASCI referring repeat non-compliant advertisers to the CCPA or naming them publicly
- Platform announcements of new disclosure tools or labels for creators in India
- Major brands or agencies publishing disclosure standards for influencer campaigns
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- ASCI is likely to keep processing influencer ads at volume and to publicise its findings, using the 1,609-ad, 97.3% result to press brands and creators on disclosure.
- The CCPA may act on its 2022 disclosure rules, probably against a high-profile case or a repeat offender rather than the whole field.
- Brands and agencies are likely to write disclosure into influencer briefs, contracts and approval steps, so that ads are corrected before they go live.
- Platforms may promote or build in disclosure labels and prompts for creators, as pressure grows for them to share responsibility.
- Creators and influencer agencies are likely to adopt standard disclosure wording, since ASCI's 2021 rules and the CCPA's 2022 rules put the burden on them as well as on brands.
The source
Published
First seen