From Influencers to Celebs: Redefining Celebrity in the Age of Social Media

Advertising Standards Council of India (ASCI) redefines celebrities in the digital age.

Redefining Stardom in the Digital Age

Social media is upending traditional norms thereby blurring the lines between celebrities and influencers significantly. Stardom these days is no longer the sole preserve of movie stars and sports icons. The rise of platforms like Instagram, TikTok, and YouTube has given birth to a new wave of influencers, wielding significant influence comparable to, if not surpassing, their counterparts in film and sports. The Advertising Standards Council of India (ASCI), recognizing this seismic shift, has taken a landmark step by broadening the definition of a 'celebrity.' Now, influencers boasting over 5 lakh followers, or those raking in more than ₹ 40 lakh annually, join the ranks of celebrities in the advertising realm. This pivotal move acknowledges not only the growing power of digital personalities but also emphasizes the responsibility that comes with such stature.

Reimagining Celebrity Status: ASCI's Bold Move

The Advertising Standards Council of India (ASCI), a renowned self-regulatory body of the Indian advertising sector, recently unveiled an updated definition of what constitutes a 'celebrity'. No longer restricted to just prominent actors and acclaimed sports figures, this definition now encapsulates the booming world of digital influencers. As per ASCI's new criteria, any influencer boasting a following of over 5 lakh, or with an annual earning exceeding ₹ 40 lakh, will be classified as a 'celebrity' when appearing in advertisements. This redefinition doesn't merely recognize influencers' growing clout; it also binds them to the compliance of ASCI's stringent codes. In doing so, the council acknowledges the massive shift in influence from traditional celebrities to digital personalities, emphasizing the pivotal role they play in modern advertising and the responsibilities that accompany such influence.

The Evolution of Celebrity Influence in Advertising

Historically, the term 'celebrity' in advertising predominantly referred to renowned film stars, eminent sports personalities, and other figures who held significant public appeal and recognition. These traditional celebrities were tapped for endorsements due to their ability to effortlessly lend authenticity and widespread appeal to brands, thereby influencing vast audiences. Their fame, derived from their professional achievements and public personas, made them the prime candidates for advertisers seeking immediate brand recognition and trustworthiness. However, as technology and social platforms began to democratize content creation and dissemination, a new breed of 'celebrities' emerged: the social media influencers. These individuals, armed with relatability, niche content, and a more direct connection with their followers, started gaining traction. Over time, their influence grew parallel to, if not exceeding, that of traditional celebrities in certain demographics. This shift in influence dynamics prompted ASCI to revisit and expand its definition scope.

The Meteoric Ascent of Social Media Influencers

With the advent of social media platforms like Instagram, YouTube, TikTok, and Twitter, the very essence of celebrity saw a dramatic shift. No longer restricted to just silver screen icons or sporting legends, fame became more accessible, and a new brand of celebrity was born - the social media influencer. These influencers, often starting as ordinary individuals, began sharing snippets of their daily lives, expertise in niche areas, or unique talents with the digital world. Over time, consistent engagement and genuine content helped them amass large follower bases, making them particularly attractive to brands.

The appeal of influencers lies in their relatability. Unlike traditional celebrities, influencers often come across as 'one of us', leading to a higher degree of trust and personal connection with their audience. Moreover, they cater to a vast array of niches, from beauty and fashion to tech, travel, and beyond, ensuring targeted advertising opportunities for brands.

The sheer power of influencers became more evident as they began rivalling traditional celebrities in endorsement deals, often with a more measurable impact. Their widespread reach and direct engagement metrics provide tangible evidence of their influence, making them indispensable in modern marketing strategies and prompting regulatory bodies like ASCI to take notice.

Implications for Influencers Under the New Mandate

ASCI’s recent decision is a testament to the burgeoning influence of social media influencers in the advertising world. However, there are some challenges and responsibilities that are associated with this recognition.

Influencers will now be mandated to perform due diligence before endorsing any brand. This involves a deeper understanding of the product or service, its claims, and ensuring they resonate with the influencer's personal brand and ethics. A mere pay-and-post model may no longer suffice, as influencers might be required to produce evidence of such due diligence if questioned by ASCI.

Additionally, the responsibility of not promoting prohibited items becomes more critical. Endorsing misleading or unverified products could harm their credibility and lead to stringent actions by regulatory bodies.

Moreover, the distinction between organic content and paid promotions will need to be clearer. Transparency will be paramount, with potential requirements for explicit disclaimers when content is sponsored.

While this new classification augments the stature of influencers in the advertising domain, it also brings forth increased scrutiny and accountability. Influencers will need to navigate this landscape with caution, ensuring they uphold the trust their followers place in them.

Consumer Protection and Trust in the Age of Influencers

In the rapidly evolving digital age, where information is just a click away, the onus of consumer protection has never been more significant. With influencers emerging as the new-age celebrities, their endorsements hold considerable sway over the purchasing decisions of their vast follower base. Manisha Kapoor, the body's chief executive and secretary general, aptly emphasized the close personal connection these personalities share with consumers. This deep-rooted trust underscores the necessity for clear and transparent advertising guidelines.

By categorizing top-tier influencers as 'celebrities,' ASCI aims to bolster consumer protection. This move ensures that influencers are held accountable for their endorsements, compelling them to vouch for genuine, credible products. It is a step towards eliminating misleading advertisements and reinforcing trust. In essence, this not only protects consumers from fallacious claims but also fortifies the bond of trust between influencers and their followers.

Challenges in Adherence to New Advertising Norms

There are definitive good intentions behind this new directive by ASCI. However, implementation of the same will bring forth a set of challenges.

Diverse Digital Platforms:

Social media is vast, encompassing a multitude of platforms from Instagram to TikTok. Each has its own unique content delivery mechanism, which may pose challenges in standardizing advertising rules.

Influencer Authenticity:

Distinguishing genuine followers from bots or purchased followers will be challenging. An influencer might have a large following, but not all may be organic or genuine.

Grey Areas in Endorsements:

Many influencers subtly promote products without overtly terming them as 'ads'. Drawing a clear line between genuine preferences and paid promotions will be complex.

Evidence Gathering:

While the requirement for celebrities to produce evidence of due diligence is clear, the practicalities of collecting and presenting this evidence, especially for digital-first influencers, can be daunting.

International Influencers:

Global influencers with significant Indian audiences might not be familiar with ASCI guidelines, leading to potential discrepancies in compliance.

As per Moris Media, India's leading influencer marketing agency, the challenges are manifold. However, this move is a nod to the undeniable power and reach of influencers in today's digital age. Balancing consumer protection with the dynamism of digital advertising will be the key to ensuring the success of these new norms.

Expert Speak

The shifting landscape of advertising, ushered in by the digital age, has expanded the boundaries of influence. ASCI's recent move to redefine celebrities in the context of advertising underscores the significance of social media influencers in today's world. While challenges are inherent in such transitions, the ultimate goal remains clear: safeguarding consumer interests and upholding trust. As influencers continue to shape consumer choices, a balanced and transparent approach to endorsements will be crucial. Only time will tell how these guidelines play out in practice, but they undeniably set the stage for a more accountable digital advertising ecosystem.