MAM
Fashion & lifestyle influencers top list of influencer advertising guidelines violations: ASCI
Mumbai: The Advertising Standards Council of India (ASCI) has released a report on influencer advertising that lists brands and influencers that failed to comply with the guidelines set by the industry body for influencer advertising. Fashion and lifestyle influencers topped the list of category violations, according to the report that is based on ASCI’s monitoring efforts of the guideline in the period July-December 2021.
Ads without disclosures fell predominantly under four categories, according to the report, with fashion and lifestyle violators forming a majority at 29 per cent, followed by ads in the Cosmetic (19 per cent), food & beverage (13 per cent), and personal care (12 per cent) categories respectively.
The report listed some of the key violations observed as ‘absence of disclosures,’ ‘inconsistency of disclosure,’ such as, in Instagram stories, while the first story may have the disclosure, the ones after that did not have a disclosure, and ‘incorrect disclosure placement’ – wherein the disclosure labels were not placed in a manner that was easily visible to the audience. For example, the viewer had to scroll down/click read more to see the disclosure.
ASCI launched the Guidelines for Influencer Advertising in Digital Media on 27 May 2021 to ensure transparency of branded promotions on social media by influencers. The guidelines came into effect on 14 June 2021.
Through its partnership with Reech, ASCI started suo motu screening of social media platforms as well as handling end-consumer complaints in July 2021. Over a span of six months, it screened about 5000 posts/ stories/ feeds from influencer handles and completed processing of 719 posts which were considered to be prima facie violations of the guidelines.
Out of the total complaints processed, 21 per cent originated from end consumers, the rest were picked up suo motu through the industry body’s AI-based surveillance. Most complaints from end consumers were from Instagram feeds and stories, as per the report.
Out of the 719 posts processed, 577 (80 per cent) influencers voluntarily amended/withdrew their posts, said the report. Of the remaining 142 complaints, 121 were upheld by ASCI’s Consumer Complaints Council and influencers were asked to withdraw or modify their posts. In all, ASCI recommendations received 86 per cent compliance from influencers.
Some of the influencers and brands who were in breach of the guidelines and who failed to comply with disclosure labels on the first and subsequent routine checks included Bollywood personalities Jacqueline Fernandez for Colorbar Cosmetics, Ranveer Singh for Manyavar Creations and Urvashi Rautela, and fashion influencer Sonam Babani of Instagram-handle @fashioneiress, among others.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
