Influencing the influencers

Why is ASCI asking social media influencers to flag that they are paid when a celebrity is featuring in an ad but is not disclosing that s/he is a paid endorser?

The Advertising Standards Council of India (ASCI), the apex advertising self-regulatory body, is rolling out guidelines to ensure influencers do not hide the fact that they are being “paid” for promoting a brand. The guidelines will ensure that they add #ad, #collab, #promo, #sponsored, and/or #partnership to their posts. The rules drafted after much consultation with agencies, marketers and social media influencers are very comprehensive in their scope. A little too broad, if I may add (https://asci.social/guidelines).

Why is ASCI asking social media influencers to flag that they are paid when a celebrity is featuring in an ad but is not