Influencer Advertising on Koo

  1. Why this Policy? 
    1. Koo is a multi-linguial micro-blogging platform that enables the exchange of thought, views and opinions. While some choose to use this platform to express their views, opinions etc., others choose to commercialise their messages. Given this, consumers should be able to differentiate between when content is shared to be promoted with an intention to influence opinions and behaviours and when content reflects their opinions as a consequence of their freedom to express. 
    2. That being the context, Koo crafted this policy to inform its users about how to advertise on the platform. This is drafted against the backdrop of the Guidelines for Influencer Advertising in Digital Media by the Advertising Standards Council of India (“ASCI”). 
  1. Who does this apply to? 
    1. A user on Koo that has access to an audience, and the power to affect their audiences’ purchasing decisions or opinions about a product, service, brand or experience, by virtue of their authority, knowledge, position, or relationship with their audience. 
    2. Any fictional computer generated ‘people’ or avatars that have realistic characteristics, features and personalities of humans, and behave in a similar manner as influencers. 
  1. When do you refer to these guidelines?
    1. If you are a user and receive any incentive, benefit, gifts in monetary terms or otherwise to promote a product, service or content. In other words, if you have a material connection with a person, entity or an organsation to promote certain products, services or goods. For instance if: 
      1. You are paid to post a particular product or service
      2. A brand offers any free/discounted products or other perks with or without a request for mention in return
      3. Your post contains a hyperlink or discount code that means you get paid for every ‘clickthrough’ or sale that can be traced back to your content.
      4. You receive a product or service which you review or showcase in your content
      5. You are talking about a product or service for an advertiser where you are an employee or consultant
      6. You are talking about a product or service that belongs to a family member or relative
    2. If you are a user and would like to understand whether the content you receive is sponsored/promoted. 
  1. If you are an Influencer, how should you advertise? 

In case you promote content with an intention to influence your followers’ views, opinions, please ensure you include the following attributes to differentiate promoted content from ordinary posts, views, etc: 

a. Disclose your material connection: If you have a material connection with an advertiser, please ensure such a connection is visible. To this end, you may use one of the following labels to highlight the material connection, such as:

i. Advertising

ii. Ad

iii. Sponsored

iv. Collaboration

v. Partnership

vi. Employee

vii. Free gift

In addition, a virtual influencer must disclose to consumers that they are not interacting with a real human being. This disclosure must be upfront and prominent.

b. Place your disclosure prominently: Ensure that your disclosure is evident and conspicuous. In other words, the disclosures must be upfront, prominent, and not buried in hashtags.

In the case of videos, if the advertisement is only a picture or video post without accompanying text, the discloser label must be superimposed over the picture/video; ensuring that the average consumer is able to see it clearly. 

In the case of live streams, disclosures are to be available at the beginning and at the end of the video. 

In the case of audio, the disclosure must be clearly announced at the beginning and at the end of the audio, and before and after every break that is taken in between. 

5. Language of Disclosures: To be in the language of the advertisement. 

For more information on advertising guidelines for influencers please refer to the exact text of the guidelines given by ASCI.

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