The rule that matters most

Label every paid post

Signal Crew Guide · Page 4 of 5

If someone pays you, sends you something free, or you're connected to the brand, your audience must be told — clearly and upfront. In India this is set out in ASCI's guidelines, and it's backed by consumer law.

Signal Crew can't approve a post without a proper label. No label means no approval, and no approval means no payout for that post.

The ASCI rules in plain English

ASCI (the Advertising Standards Council of India) published its Guidelines for Influencer Advertising in Digital Media in May 2021. They apply to all posts from 14 June 2021, and ASCI has updated them since — most recently in April 2025, for health and finance creators. The government's consumer affairs department published its own similar "Endorsement Know-hows" in January 2023.

When you must label

Whenever there's a "material connection" with the brand: money, free products, discounts, trips, or any other benefit. That covers every Signal Crew campaign. Label even if your opinion is completely honest.

Labels ASCI accepts

ASCI's official list is:

#Ad · #Advertisement · #Sponsored · #Collaboration · #Partnership · #Employee · #FreeGift

ASCI says no other labels should be used. For Signal Crew campaigns, use #Ad (simplest) or #Sponsored. Avoid short forms and look-alikes like #collab, #sp, #spon or #thanksbrand — they're not on the list. Write the label in English, or in the same language as your post.

Where to put it

Format	Rule
Post or reel with a caption	In the caption, upfront — in the first two lines, so no one has to tap "more" to see it. Not buried in a pile of hashtags at the end.
Stories and reels where people only see the video	Put the label on the image or video itself, big enough to read.
Video 15 seconds or less	Label on screen for at least 3 seconds.
Video 15 seconds to 2 minutes	Label on screen for at least one-third of the video.
Video over 2 minutes	Label on screen for the whole section where the brand is shown or talked about.
YouTube	In the title, or in the first two lines of the description, plus on screen.
Live streams	Show the label at the start and end of the broadcast. Repeating it during the stream is a good habit.
Audio and podcasts	Say it out loud at the start and the end.

A label only in your bio or profile does not count.

Turn on the platform labels too

ASCI says platform tools like "Paid partnership" should be used in addition to your own label, not instead of it. So do both.

Instagram: "Paid partnership" label

Create your post or reel as usual and go to the final screen (where you write the caption).
Tap Advanced settings (on some versions, More options), or look for Paid partnership label on that screen.
Turn on Add paid partnership label.
Tap Add brand partners and search for the brand's account. The brand has to approve you first. If it doesn't show up, tell us in the app.
Leave Allow brand partner to boost off unless the brief says otherwise. Then share.

For stories, the option sits in the story's menu after you add your content. You need a professional account for any of this (see page 2).

YouTube: "paid promotion" checkbox

In YouTube Studio: when uploading, open Show more in the details step, find Paid promotion, and tick the box saying your video contains paid promotion. For an existing video, go to Content, open the video, and tick the same box. YouTube then shows viewers a disclosure at the start of the video. You still need your own label in the title or description.

Facebook: branded content tool

On a Facebook Page, or a profile in professional mode, open the post composer and look for the Paid partnership or branded content option, then tag the brand's Page. Add your own label in the first line of the post too.

What not to do

Don't hide the label at the end of 30 hashtags.
Don't put it in tiny, faint or fast-flashing text on the video.
Don't use "thanks to…" or a brand tag alone as the disclosure.
Don't delete or edit the label after the post is approved.
Don't post a review of something you haven't actually used.
Don't give expert-style health, investment or insurance advice unless you're qualified, and show your qualification if you are.

Why it matters

Your audience trusts you. Labelling keeps that trust, keeps the brand and you out of trouble with ASCI and the consumer authorities, and keeps your page eligible for future campaigns. For us it's simple: labelled posts get approved; unlabelled ones don't.

Sources: ASCI influencer FAQs, ASCI's Guide for Influencers, ASCI update, April 2025, YouTube Help: paid product placements. Platform menus change often; if a step looks different, check the platform's help centre or ask us.