Compliant influencer programmes built on real audiences and honest claims
Any time you pay, gift, or otherwise compensate a creator, the post must say so in plain language the audience reads first. In India the ASCI code requires a visible label like Advertisement or Paid Partnership, and in the US the FTC expects the same standard. Burying the disclosure in a wall of hashtags or below the fold does not count.
Before a partnership, check whether the followers and engagement are real. Look at audience geography, comment quality, sudden follower spikes, and engagement that matches the account size. Paying for reach built on bought followers or engagement pods wastes budget and ties your brand to a deception.
A creator can only honestly endorse what they have actually used and what the brand can back up. Avoid scripting health, income, or before-and-after claims you cannot prove, and never let a creator imply results that the product does not deliver. The brand stays responsible for the claims even when a third party says them.
Marketing aimed at children, or covering finance, health, alcohol, or gambling, carries stricter rules and a higher duty of care. Add category-specific review, age-appropriate creator selection, and required warnings to your brief. Document who approved each post so accountability is clear if a regulator or customer asks.
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They ensure all campaigns go live as scheduled without delays. The e-commerce and digital marketing support raised engagement, website traffic, and sales, and the project oversight stayed organised and responsive across the engagement.
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Their attention to detail and compliance-focused approach helps build a stronger and more sustainable business. Initially they ask for documentation many sellers find difficult to provide. that is exactly what sets them apart. They now also offer USA seller account management. Loved the service. Bestseller in 3 category.
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“Keratine Professional”
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Dcrayons has run digital marketing across SEO, PPC, social, content, and e-commerce since 2016, from our Delhi headquarters and a US entity. We treat influencer ethics as part of the work, not an afterthought: clear disclosure, honest claims, and creators whose audiences are genuine. That approach protects the brand from regulatory trouble and keeps the trust that makes the marketing work in the first place.
Disclosure and review built into the brief, aligned with ASCI in India and FTC guidance in the US
Audience and engagement checks before any creator is signed, so spend goes to real reach
Real questions people ask Dcrayons about influencer marketing ethics. Honest answers, no jargon.
Influencer marketing is ethical when the paid relationship is disclosed clearly, the claims are truthful, and the creator's audience is real. It becomes a problem when ads are hidden as personal opinion, results are exaggerated, or reach is faked. The format itself is fine; the practices around it are what make a campaign honest or deceptive.
Yes. In India the ASCI guidelines require a clear, upfront label on any post with a material connection, and in the US the FTC requires the same. The disclosure must be easy to notice and understand, not buried in hashtags or hidden behind a More tap. The brand shares responsibility for ensuring it appears.
A proper disclosure uses plain words such as Advertisement, Paid Partnership, or Ad, placed where the audience sees it before the content. Platform tools like the paid partnership tag help but do not replace clear wording on the post. Vague tags like sp or collab are generally not considered adequate.
Review the account for sudden follower jumps, engagement that is too low or too high for the audience size, generic or repetitive comments, and a follower base in countries unrelated to the brand. Audience-quality tools can flag suspect accounts, but a manual look at recent comments often tells the story. Vet before you pay, not after.
Both the creator and the brand can be held responsible. Regulators treat the brand as accountable for claims made on its behalf, so you cannot outsource the risk by saying the creator wrote it. This is why claims should be reviewed and approved before posting, with that approval recorded.
Marketing to children carries stricter standards and a higher duty of care under both ASCI and FTC guidance. Disclosures must be understandable to the age group, certain product categories are restricted, and content should not exploit a child's inexperience. Brands should add category and age review to the brief and document approvals.
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