A digital marketing agency that builds disclosure and claim review into the campaign, not after it
A material connection is any arrangement that could affect how much weight a follower gives an endorsement: payment, free products, commission or affiliate links, family ties, or an equity stake. Map every connection in a campaign before a single post goes live. If a connection exists, the law assumes it must be disclosed, regardless of whether the creator genuinely likes the product.
Disclosure must be hard to miss and placed where a viewer sees it before engaging, not buried in a comment, behind a More tag, or in a wall of hashtags. ASCI requires a prominent, easily understood label, and the FTC expects the same in plain language such as 'paid partnership' or 'ad'. Match the disclosure to the format: on-screen text for video, a spoken mention for audio, and a visible tag for images and stories.
Disclosure does not make a false claim legal. Health, financial, earnings, and 'results' claims need evidence the brand can produce on request, and creators cannot promise outcomes the product does not deliver. Review the script and caption against what the brand can actually back up before approval.
Both the brand and the creator can be held responsible, so contracts should spell out disclosure duties, approval steps, and who carries the risk for non-compliant content. Keep signed agreements, approved drafts, and screenshots of live posts. Clear records make it far easier to respond if a regulator or platform raises a question later.
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“Harshit Handa”
Dcrayons provided website development and design services for our regulatory compliance and taxation company. On-time delivery was commendable. The team was supportive, provided timely deliverables, and communicated with us through virtual meetings throughout the engagement.
Corpify
CEO, Corpify
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“Insha Allah Khan”
The process was smooth and professional. Dcrayons delivered digital marketing for our beauty brand and the work landed measurable outcomes. 35% traffic increase, 45% social growth, and first-page Google rankings, with responsive management throughout.
Glowral
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“Nirwana Jewellers Private Limited”
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.
Nirwana Jewellers Private Limited
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“Nikhil Tiwari”
Dcrayons made everything right. We commissioned a website design + development build from scratch. it shipped on schedule with responsive adjustments through the review cycles and met the Google feature compatibility we needed.
Instacertify Labs Private Limited
Co-Founder, Instacertify Labs Private Limited
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“Rishab”
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.
GetSetNova
Founder, GetSetNova
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“Keratine Professional”
Dcrayons took our Amazon account from steady but flat to explosive growth: 180 percent more revenue, from Rs 1.82 crore to Rs 5.10 crore.
Keratine Professional
Salon-grade Hair Care on Amazon
Dcrayons has run influencer and social campaigns since 2016 from our Delhi headquarters, with a US entity for North American work. We treat disclosure and claim accuracy as part of the creative brief, because a post that hides a paid partnership or makes a claim the brand cannot back up is a risk to the brand first. The practical work is simple but easy to skip: identify every material connection, write the disclosure into the deliverable, check the claims, and keep the records. For binding legal advice on a specific campaign, we will point you to qualified counsel.
We run campaigns against ASCI guidelines for India and FTC Endorsement Guides for US-facing audiences, so disclosure is correct for each market
We review creator scripts and captions for unsupported claims before posts go live, not after a complaint
Real questions people ask Dcrayons about influencer endorsement law. Honest answers, no jargon.
Yes. When there is a material connection between the creator and the brand, such as payment, free products, an affiliate commission, or an equity stake, the relationship must be disclosed. In India this is required under ASCI's influencer guidelines and the Consumer Protection Act, and for US-facing audiences under the FTC Endorsement Guides.
A material connection is any link between the creator and brand that a follower would want to know about because it could affect how they read the endorsement. This includes cash payment, gifted or loaned products, affiliate or commission links, discount codes the creator profits from, a family relationship, or owning shares in the company. If any of these exist, disclosure is required even if the opinion is honest.
The disclosure must be clear, prominent, and visible before the audience engages with the content. Use plain labels such as 'ad', 'paid partnership', or 'sponsored' rather than vague or buried tags, and place them where they cannot be missed: on-screen text in videos, a spoken mention in audio, and a visible label on images and stories. Hiding it in a comment, in a hashtag cluster, or behind a 'see more' link does not meet the standard.
Both can be held responsible. Regulators can act against the brand for the claims its campaign makes and against the creator for failing to disclose or for making false statements. This is why contracts should set out disclosure duties, an approval process, and who bears the risk for non-compliant content.
Yes. The ASCI influencer guidelines apply based on whether there is a material connection and a paid or incentivised endorsement, not on follower count. A creator with a small audience still has to disclose a paid or gifted promotion, and the brand is still responsible for the claims being truthful.
No. Disclosure addresses the relationship, but the claims themselves must still be truthful and capable of being substantiated. Health, earnings, and performance claims need evidence the brand can produce, and no disclosure makes a false or misleading statement acceptable.
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