Disclosing that you earn from a link is not just good manners. In India, the Advertising Standards Council of India (ASCI) has influencer advertising guidelines that apply when creators have a material connection with a brand, and earning a commission counts. This guide is practical, not legal advice. Always read the current guidelines on ASCI’s website.
The core principle
If you could earn money, products or any other benefit from what you post, tell your audience clearly, upfront and in a way they cannot miss.
Labels that work
ASCI’s guidelines list labels such as:
- Advertisement / Ad
- Sponsored
- Collaboration
- Partnership
- Employee
- Free gift
Use one that honestly describes the relationship. For affiliate links, pairing “#ad” with a plain sentence such as “affiliate link: I may earn from this” is simple and clear.
Where to put it, platform by platform
| Platform | Where to disclose |
|---|---|
| Instagram post | Start of the caption, before “more”, plus the platform’s paid partnership tool where applicable |
| Instagram Story / Reel | On the video itself, readable and on screen long enough |
| YouTube | Said in the video, shown on screen, and at the top of the description |
| Telegram / WhatsApp | In the message, before or next to the link |
| Blog / newsletter | Near the top, before the first link |
| X (Twitter) | In the post text itself |
What does not count
- A label buried among many hashtags.
- A disclosure only in your bio.
- A label that appears for a split second in a video.
- A tag only in the comments.
- Small, low-contrast text.
Honesty in the content itself
Disclosure does not excuse misleading claims. Do not claim you used a product if you have not, do not exaggerate results and do not hide important conditions such as fees, eligibility or return rules.
Extra care for finance content
Finance campaigns, such as demat accounts, credit cards, loans and insurance, need extra care:
- Do not give personalised investment advice unless you are qualified and registered to do so. Investment advice in India is regulated by SEBI.
- Explain fees and eligibility honestly.
- Never suggest that returns are certain or risk-free.
- Check the latest ASCI and SEBI guidance, which has been updated for finance influencers.
See promoting finance apps and demat accounts.
A simple disclosure template
Affiliate link: I may earn a small amount if you sign up through this link, at no extra cost to you.
Short, honest and easy to understand.
Why it helps you
Audiences increasingly know how creator income works. Clear disclosure signals that you have nothing to hide, which builds the trust your recommendations depend on. It also protects you if a brand or platform reviews your content.
Key takeaway
Label every affiliate link clearly, in the content itself, where people will see it before they click. Be accurate about the product, and take extra care with financial topics.
Frequently asked questions
Is #affiliate enough as a disclosure?
Use one of the labels ASCI lists, such as “#ad”, placed prominently, and add a plain sentence like “affiliate link” if it helps your audience understand. A tag lost among many hashtags at the end of a caption is unlikely to count as prominent.
Do I need to disclose on Telegram and WhatsApp?
Yes. The principle is the same on every channel: tell people you may earn from the link, clearly and before they click.
Are there extra rules for finance content?
Yes. Financial content carries extra expectations, and investment advice is regulated by SEBI. Avoid giving investment advice unless you are qualified and registered, and read the latest ASCI and SEBI guidance.
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