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Step 5 · Ads and partnerships

Influencer Post Disclosure Checker for ASCI ad labels

Check an influencer caption's ad label against ASCI's list and placement rules, and copy a fixed caption.

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How to use the Influencer Post Disclosure Checker

Read what the guide says

This is the Influencer Post Disclosure Checker.

Check an influencer caption's ad label against ASCI's list and placement rules,

and copy a fixed caption.

Paste the caption, or click "Try an example".

Or press Try an example to fill in sample details.

Tick what the brand gave you,

and choose the platform and the post type (and the length for a video).

Fix what is marked, copy the fixed caption,

and work through the "Also do this" list before you post.

It reads only the caption you paste.

It runs in your browser, so nothing you type is uploaded.

Try it free on this page.
  • Free to use
  • Runs in your browser
  • No sign-up

Runs in your browser. A guide, not legal advice.

Paste it as it will appear, with its line breaks and hashtags. For a story or a video with no caption, paste the text you will put on it.

What did the brand give you, or what is your link with it?

Tick all that apply. Leave all empty if you bought it yourself and have no link with the brand.

Platform
Type of post
Video length

For a video or Reel: ASCI's rule for how long the label stays on screen depends on the length.

ASCI allows the label in English or in the language of the post.

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How it works

  1. Paste the caption, or click "Try an example".

  2. Tick what the brand gave you, and choose the platform and the post type (and the length for a video).

  3. Fix what is marked, copy the fixed caption, and work through the "Also do this" list before you post.

About the Influencer Post Disclosure Checker

Paste the caption of an influencer post, tick what the brand gave (money, a free product, a discount code, an affiliate link, or a family or work link) and choose an image, video, story or live stream. The tool finds the disclosure label, checks it against the labels ASCI lists, shows whether it is upfront or lost in a group of hashtags, and gives you a fixed caption with the label at the start. It also lists what else ASCI, the Department of Consumer Affairs and Meta ask for, such as the label on the image itself and Instagram's paid partnership label. It runs in your browser and is a guide, not legal advice.

What ASCI and the Department of Consumer Affairs ask for

ASCI asks for a label whenever there is a material connection with the brand: money, a free product (even one you did not ask for), a discount, a gift, an affiliate link, or a family or work link, even when your review is honest. The label must be upfront and hard to miss: not only in your bio, not at the end of the post, not behind "more" and not buried in a group of hashtags. ASCI lists Advertisement, Ad, Sponsored, Collaboration, Partnership, Employee, Free gift and Affiliate. The Department of Consumer Affairs names advertisement, ad, sponsored, collaboration and partnership, shown as a hashtag or headline text, and asks for the disclosure to be put on the image itself for pictures.

Instagram's paid partnership label

Meta's branded content policy asks creators to tag the brand with its branded content tool, which on Instagram is the paid partnership label, when the brand gave money or something else of value such as a free gift. ASCI's guidelines say a platform's disclosure tool is in addition to your own label, so use both. In the Instagram app you turn the label on when you post, and the brand approves the tag.

What this tool cannot do

It reads only the caption you paste. It cannot see your image or video, so it cannot check whether the label is on screen or for how long, and it cannot see your agreement with the brand; those points are in a list to work through yourself. Instagram does not publish where it cuts a caption with "more", so "upfront" is our measure: within the first 90 characters and the first two lines, which changes with screen size and app version. It is a guide to the published rules, not legal advice.

Frequently asked questions

Is #ad at the end of my caption enough?

No. ASCI says a disclosure is likely to be missed at the end of a post, anywhere that needs a click on "more", or in a group of hashtags or links. The Department of Consumer Affairs also says disclosures should not be mixed with a group of hashtags. Put the label at the very start of the caption, for example "Ad | Free gift:" before your first line.

Is #collab or #gifted an accepted label?

No. ASCI's FAQ lists #Advertisement, #Ad, #Sponsored, #Collaboration, #Partnership, #Employee and #Free gift, and its 2025 guidelines add Affiliate and platform tools such as Instagram's paid partnership label. Short forms such as #collab, #sp or #gifted are not on the list. Use #Collaboration or "Free gift" instead, or simply "Ad".

Do I need a label if the brand only sent a free product?

Yes. ASCI counts free products, even ones you did not ask for, as a material connection, and Meta's branded content policy treats a free gift as something of value. Put a label such as "Ad | Free gift" at the start of the caption and turn on Instagram's paid partnership label. A product you bought yourself, with no link to the brand, is not an ad under ASCI's guidelines.

Is the paid partnership label enough on its own?

Not under ASCI's guidelines, which say a platform's disclosure tool is in addition to your own disclosure. Keep a clear label at the start of the caption, and for pictures and stories put it on the image itself. Meta also says that tagging the brand does not remove your legal responsibility to disclose.

What happens if an influencer does not disclose?

Under ASCI's guidelines both the brand and the influencer are responsible. Under the Consumer Protection Act, 2019, the Central Consumer Protection Authority can fine the endorser of a misleading advertisement up to ₹10 lakh, and up to ₹50 lakh for later ones, and can bar an endorser from endorsing for up to 1 year, or up to 3 years for later ones.

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