Sponsored video? How Indian creators must disclose ads (with Telugu labels)
What counts as a "material connection"
- Money or a fee, affiliate links and discount-code commissions
- Free products or services, including "keep it" review units
- Trips, hotel stays, event passes
- Family, employment or ownership links with the brand
Where and how to label
| Format | Do this |
|---|---|
| Instagram post or reel | Label in the image or video and at the start of the caption, not buried in hashtags |
| YouTube video | Say it in the video and show it on screen. The description alone is not enough. Turn on the platform's paid-promotion tag too |
| Live stream | Keep the label visible during the promotion |
| Shorts or stories | Label on the frame itself |
Telugu videos
Use the language of the video. A bilingual label is safest: ప్రకటన / Ad or స్పాన్సర్డ్ / Sponsored on screen, and say it out loud at the start. The guidance asks for disclosures in simple, clear language that viewers can't miss.
Also required
- Endorse only what you have actually used or experienced.
- Don't repeat claims you can't back up (for example "cures", "sure-shot returns" or "100% safe").
- Health and finance claims carry more risk. Certified professionals must disclose their credentials when giving health advice.
Common mistakes
- "#ad" as the 25th hashtag. Hidden disclosure is treated as no disclosure.
- "Gifted" products not disclosed because no cash changed hands.
- Affiliate links with no label. Commission is a material connection.
- Label only in English on a Telugu video. Viewers must understand it.
Checklist before you publish
- Any benefit from the brand? Then label it
- Label in the video or image, not only in the description
- Telugu or bilingual label, said aloud
- Product actually used by you
- Claims checked with the brand
Frequently asked questions
Do Indian influencers have to disclose paid promotions?
Yes. The Department of Consumer Affairs' Endorsement Know-hows (2023) require clear disclosure of any material connection with the brand, prominently in the post or video.
Is putting #ad in the description enough on YouTube?
No. The disclosure must be in the video itself, shown and ideally spoken, not only in the description or among hashtags.
What is the penalty for misleading endorsements in India?
The Central Consumer Protection Authority can impose a penalty of up to ₹10 lakh, up to ₹50 lakh for repeat contraventions, and can bar an endorser from endorsing for a period.
Do free products count as sponsorship?
Yes. Free products, trips, affiliate commissions and other benefits are material connections that must be disclosed.
Official sources
- Department of Consumer Affairs, Government of India
- Central Consumer Protection Authority (CCPA)
- India Code: Consumer Protection Act, 2019
Not tax or legal advice. This is a free explainer of public rules; deadlines and rules can change by notification, so confirm on the official portal or with your CA before you file. Last checked 20 Oct 2026.
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