Content & Conduct Guidelines

1. Disclose every paid post

1.1 All campaign content is advertising. Indian law and the ASCI Guidelines for Influencer Advertising in Digital Media require you to tell your audience clearly. The Central Consumer Protection Authority also treats undisclosed endorsements as misleading under the Consumer Protection Act, 2019.

1.2 Use a label ASCI accepts. Use one of: #ad, #advertisement, #sponsored, #collaboration, #partnership (or the words Ad, Advertisement, Sponsored, Collaboration, Partnership). Use #freegift only if a brief says the post is for a gift and no payment. ASCI does not accept other labels, so avoid vague tags such as #sp, #spon or #thanks, and write #collaboration in full rather than #collab. Where the brief asks, also switch on the platform's "Paid partnership" tool and tag the brand.

1.3 Put it upfront.

1.4 Use English or the language of the post. A label in your bio does not count.

1.5 Keep it on. The label must stay on the post for its whole life. Do not remove or edit it after the campaign ends.

1.6 Say only what is true. Do not claim to have used a product you have not used. Do not make claims that are not in the brief.

2. Content that is never allowed

2.1 Do not post, for a campaign or on the Platform, content that:

• is hateful or demeaning on the basis of religion, caste, race, ethnicity, gender, sexual orientation, disability, region or language, or promotes enmity between groups;
• harasses, bullies, threatens or doxxes anyone;
• is obscene or sexually explicit;
• is defamatory, or makes false statements about any person or business;
• is misinformation, including false or misleading claims about facts, products, public health or public events;
• sexualises, endangers or is otherwise harmful to children, or targets children with restricted products;
• promotes violence, self-harm, illegal activity or dangerous stunts;
• insults the national flag, emblem or anthem, or breaks any other Indian law; or
• breaks the community guidelines of the platform you post on.

3. Copyright and music

3.1 Use only (a) the files we give you for the campaign, used as briefed, or (b) your own original content.

3.2 Do not use third-party music, clips, images, fonts or other material unless it is supplied in the campaign or licensed for that use in the platform's own app (for example, music available in Instagram's audio library for commercial or branded use). Some app music is not licensed for branded content; check before using it.

3.3 Do not remove watermarks or credits, or present someone else's work as yours. Infringement can breach the Copyright Act, 1957.

4. Identity, privacy and AI

4.1 No impersonation. Do not pretend to be another person, brand, official or Signal House staff. Do not run fan or parody accounts for a campaign unless the brief allows and the account is clearly labelled.

4.2 Respect privacy. Do not film, photograph or name private individuals in campaign content without their permission. Do not share anyone's personal data. At live events, follow the organiser's rules on filming.

4.3 No deepfakes. Do not create or use AI-generated or altered images, video or voice that look or sound like a real person without that person's written consent and a brief that allows it. Where any synthetic or AI-generated content is allowed, label it clearly as AI-generated, as the brief and platform rules require.

5. Political content

5.1 Do not post political content for a campaign unless the campaign explicitly says it is a political campaign. At present we do not offer political campaigns.

5.2 Political content includes content for or against a party, candidate, government policy or election, and content on matters of public controversy designed to change votes.

6. Restricted categories

6.1 Some categories carry extra legal rules. Post about them only when a campaign brief covers them, exactly as briefed, and only where lawful:

6.2 You may always decline a campaign in a category you are not comfortable with.

7. Fair play and fraud

7.1 Views must come from real people choosing to watch. Do not use bots, bought views, likes or followers, engagement pods, view farms, repeated self-viewing, or any tool that inflates numbers.

7.2 Do not edit, crop or fake screenshots or metrics, post the same content on accounts not approved for the campaign, or delete and repost to restart counts.

7.3 Fraud means the post earns nothing, amounts paid can be clawed back, and you may be removed. See the Crew Member Agreement.

8. Conduct with us and others

8.1 Be respectful to our team, clients, event staff and other members. Keep briefs and client details confidential until the campaign is public.

8.2 Do not contact a client directly about a campaign we run, unless we introduce you.

9. What happens if rules are broken

9.1 We may skip steps for serious breaches. We will tell you what we found and you may reply before a final decision, unless the law or safety requires us to act at once. To challenge a decision, see Grievances.