Mumbai: Seeing the advertisements of celebs in newspapers, TV and billboards, it is immediately known that they are advertising with some money, but this is not the case in social media. Celebs are not only earning big money from each of their posts by promoting any brand in this platform, but they also refrain from stating that it is paid content. However, now following the guidelines of ASCI, many celebs have started putting the tag of 'paid collaboration' or 'ad' on their posts. According to the guidelines of the Advertising Standards Council of India (ASCI) effective from June 14, 2021, it is mandatory to affix the tag of paid collaboration or advertisement with such promotional post, in respect of which there is a transaction of money or any other item.

Hoppers has released a list of the top 30 global celebs earning the most from Instagram posts. In this, Virat Kohli from India is at number 19 in the world. The income from each of his posts is said to be Rs 5 crore. At the same time, Priyanka Chopra is at the 27th position in this list and each of her posts earns 3 crores. Although people related to the digital marketing industry tell that celebs are making big money from social media promotion, it is true, but there is no such rate card as to how much money each post is worth. In most cases, there is a complete multiple medium promotion package. In this package, it is clearly told what and how much posts will be posted on social media. The country's biggest influencer Virat Kohli, the captain of the Indian cricket team, had put a post endorsing a private university, but 'paid post' on it was not tagged. After which Virat got trolled on social media. ASCI sent the notice, after which Virat edited the post and put the tag of 'paid post' in it.

After this, all the big celebs have been alerted and are also putting a disclaimer of paid partnership in the paid post, but it is also true that if small influencers violate the rule, then no one goes unnoticed, but big celebs like Virat do so, are easily caught. On the other hand, celebs like Hrithik Roshan are already tagging posts with paid promotions and being transparent with their followers. ASCI has taken the help of tracking software of a French company. Due to which most of the posts are being monitored. The general public can also complain about any such post to ASCI. As per ASCI, 243 complaints of non-tagged paid posts have been received so far. In most cases the influencer has made necessary corrections to their posts after the notice.

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